Statement of intent

Statement of intent

• Campaign : Three print adverts, with a 2010s-styled theme and colour choice such as greens, oranges with specific fonts to further imply the 2010-styled vibe.

• Product : Vita Coco

• Slogan : Stay refreshed, Stay coconut fresh.

I plan on using the health drink ‘Vita Coco’ for my coursework, print adverts. I will also be using the slogan ‘Stay refreshed, Stay coconut fresh’ In all of my print adverts, with a call to action such as: ‘Try it! You won’t regret it’.

Throughout all three adverts I plan to meet the brief by, for one, using an additional actor who is a male 15 year old Syed Zain Ul-Haque Pakistani, with the intent of attracting audiences who are ranging from ages 15-30. Additionally, I plan on creating a positive representation of younger audiences in order to subvert common stereotypes of the typical (older) people who consume health drinks, as for the younger demographic who tend to enjoy unhealthy drinks, such as teenagers and young adults. As a result of this my adverts will better attract a younger audience as intended. Furthermore, I intend to aim my adverts to the reformer psychographic as my product of choice is a health drink which aims to improve people's standard of energy levels. This will be done with three main images (not including packshots, “celebrity”/actor inclusions) in the foreground of the adverts. The first will include a pour of the health drink into a glass, then the second will have me and my actor, Zain, with his eyes covered- holding a coconut in one hand, the other with the drink to highlight the indistinguishable taste from Vita Coco to straight from a coconut. Finally the last image, being a low angle shot of my actor, Zain walking in the background towards a picnic mat which is in the foreground, including the Vita coco drink, Coconuts and some glass cups.

In all of these prints, the use of props is very important in ensuring the message of the drink is healthy, organic and undeniably the same as drinking straight from the coconut fruit. The use of happy expressions in my adverts will connote a positive reaction from the health drinks therefore reinforcing to the consumer of my product/adverts the idea of, at such a small price and such a small sacrifice you too can be healthy and happier. All starting from the sip of a drink.

Audience pleasures will be present in my adverts such as :  

• Personal identity - Those who want to and/or strive for a healthier lifestyle may view and decide on purchasing the product to begin a healthier lifestyle. This may also apply to teenagers/young adults and other ethnic groups (Zain the actor, being Pakistani) who may see someone of their age/ethnicity subverting the stereotype of  consuming energy/unhealthy drinks and normalising the use of healthier products.

• Information/surveillance - The adverts may provide the consumer information by presenting a drink they may have not known about, broadening their knowledge on health drinks and lifestyle choices.