ABSOLUTBRIEF & PROPOSAL

JOB TITLE:Absolut Sub Brand Product & Packaging

PARTIES INVOLVED:Client: AbsolutDesigner: Andrew CunneenLecturer: Lisa Molloy

REASON FOR BRIEF:In today’s society we are always wrapped up with the idea of wanting to eat healthier, however not everyone is motivated by the current health trends, consistently telling themselves “my diet starts Monday!”

This is a trend Absolut can tackle with Fruit Fusions. Made from 100% fruits, Fruit Fusions is a healthy dessert alternative with endless flavour possibilities, that not only has all the benefits that come with fruits but for once there’s a dessert you don’t have to feel guilty about.

BACKGROUND:Absolut was established in 1879 in Ahus, Sweden by Lars Olsson Smith, the ‘King of Vodka.” Absolut has been produced in the same single location since its inception - Ahus, Sweden, where every drop of the product, from start to finish comes from the one source. Moving forward into today’s market and Absolut Vodka is the forth-largest international spirit brand in the world and the number one imported vodka brand in the USA.Absolut holds strong brand values and attributes of quality, innovative, sophisticated, reliable and distinct which all make it the power brand it is today. Absolut pride themselves on being distinct and proactive, always coming up with new and innovative ways to boost their brand personality and position in the Vodka market. They have done so through having one of the most recognisable and iconic bottles in the alcoholic market, as well as producing a very successful line of limited edition bottles and flavours to keep the brand relevant in todays society. On top of this they have developed a very unique process called ‘continuous distillation’ when producing their vodka, this process takes the theory of distilling the vodka hundreds of times until all impurities are removed, using their own vodka to clean out the bottles to make sure there are no foreign substances found. This shows how much they pride themselves on have the most quality product possible.

This is why I believe it is time for Absolut to step out of their comfort zone and into a completely new market. Moving forward I believe there is a market for Absolut to tackle the food industry and come up with a product that has the same brand values they currently posses.

Fruit Fusions is the perfect product to venture into the food industry market, and in this case the market of diced fruits. This category hasn’t seen any significant changes for many years and still offers the same products and flavours from the same producers it did ten years ago.

Fruit Fusions will look to sit above all these products and dive into the dessert market and offer a premium range of exciting new flavours to reinvigorate this stale category.

DATE:8/04/2012

Absolut Vodka

BRAND CREATION:What the brand is: Fruit Fusions is an exciting fruit mixing experience for a healthy dessert alternative.

What it isn’t: The product won’t be boring, bad for you, like all the other flavours on the market.

Personality: Fruit Fusions is fun, Fresh, and Creative

This brand will have an international appeal, which will be portrayed through it’s flavours, brand values and branding look and feel. Healthy living and eating is a trend that has caught on globally, more and more people are trying to look after themselves and keep themselves in shape. Fruit Fusions will sit perfectly into the dessert market as a healthy alternative that still excites you. Fruit Fusions will look to breathe and take in global success of Absolut Vodka and use it as a stepping stone to push itself into the consumer market for diced fruits.

BRANDING:Fruit Fusions ‘ Shake up the ordinary’

The Fruit Fusions branding will appeal to its target audience and stand out greatly on the shelf to what is already on the market.

This can be done through a clean and modern approach, offering a unique personality and identity to what is already on the market, utilizing potential colour blocking in the market. The colours will take inspiration from the fruit flavours on offer and help link the range together.

The type choice for the logotype will be that of a Sans Serif font to portray strength and trust in the brand, whilst making a subtle link to the parent brand Absolut.

A brand icon will also help to depict the main essence of the brand either through the symbol of diced fruits, fruits swirling around, fruits coming into a cup etc.

Fruit Fusions will have a parent logo that is distict throughout the range whilst all of the individual flavours will have their own unique logo and colour scheme to differentiate and identify them from the rest of the range.

The branding for the packaging will make use of the rich colours available from the fruity flavours of the range. Using detailed photography on the packs to portray a sense of no additive and natural product, building customer trust with the product.

PACKAGING PRODUCT & OBJECTIVES:Currently the market is filled with very similar ‘cup’ styled packages for diced fruit, all of which are clear plastics to see the state of the contents inside and have a foil or pastic sealed peal away lid.

I believe that this shaped packaging has been utilised by all the major competitors due to its ergonomic shape, making it a simple task to eat the contents from inside. It would be smart of Fruit Fusions to entertain the idea of a similarly packaged product but differntiate itself through sophisticated branding and offering a unique experience when eating.

I believe that it would be best to sell this product in exciting base flavours such as Passionfruit, Kiwi, Dragonfruit, Mango, Pineapple etc and offer the consumer the ability to pick and choose which flavours they would like to mix together - tapping into the brand essance and experience that Absolut Vodka offers when mixing flavoured cocktails witht their product. Offering the option to mix it with vodka as an alternative dessert outcome.

Current ‘Cup’ packaging

Logo Example

Rich Colours & Photography

Two pack styled packaging. Example of brand blocking.

The functionality of this mixing experience can be achieved through the packaging to allow the user to easy mix two flavours together at a time. The objectives of the packaging is a major part of the overall fruit mixing experience. By using the packaging as if it were a cocktail shaker it would give the consumer the same excitement as what they get when mixing their own cocktails up on the weekends.

Fruit Fusions would best be sold in a range of either singluar flavours or recommended two packs of the most popular fruit flavours. The sizing of this product would be similar to what is on market today, around 100 - 140g net. It would be best to have the packaging in a sleek container as it builds a stronger identity through unique branding, differentiating itself from the current market products.

SINGLE MINDED PROPOSITION: (UNIQUE SELLING PROPOSITION):Fruit Fusions is the most exciting way to ‘shake up’ your ordinary eating habbits and enjoy eating healthy again. If you are over kidding youself that your diet will start Monday Fruit Fusions is the best way to motivate you to eat healthy, all starting with dessert.

CONSUMER TARGET MARKET:Primary:

Males and Females Aged 23 - 35 who are conscious of eating healthy but find it hard and/or boring to stick to healthy eating habits as they can’t find foods that excite them. These people are motivated to suceed on a personal and professional level, always on the go and are interested in all the latest trends in fashion, technology and music.

Secondary:

Audience would be slightly younger than Primary Market aged 18 - 23. Primarily younger women who love to go out and have a good time on the town but also want to stay in shape. These women go to the gym a few times a week and like to eat healthy and love the latest trends in health foods and dieting. This audience drink of choice when going out is Vodka and especially mixed cocktails, thus they would be attracted to the idea of a product developed by one of their favourite alcholic brands.

COMPETITIVE PRODUCTS:

Currently the market of diced fruit snack products is dominated Australia by Goulburn Valley, whilst internationally there are a few global brands such as Del Monte and Riviana who also produce diced fruit products.

This market has not been pushed to its potential limits of yet as these brands all offer the same simple flavours and similar packaging outcomes as each other. None of these products seem to have a strong target audience, and if they do it’s very washy. These fruit snacks seem to fit the bill as a childs snack in their lunchbox but also appeal to the adult as a light snack at work.

Fruit Fusions will look to stand out from the rest of the products currently on shelf and target a more specific audience in order to succeed in the market. This product will differentiate itself from the rest as it will target the dessert category which seems to be missed by these brands. Fruit Fusions will look much more sophisticated to cater to young professionals, with the option to create a brand block unlike what is already on shelf. By offering different flavours and a user mixing experience this will create a strong diferentiation from the competition and allow Fruit Fusions to be viewed as a proactive dessert product that is always looking to innovate.

Del Monte Packaging

Primary Target Market

Shelf Competition (Woolworths)

FRUIT FUSIONS MARKETING POSITION

TIMELINE:Week 6: Complete writing brief. Start designing identity.

Week 7: Develop Sub Brand identity and colour options for first review.

Week 8: Determine the Customer Journey and continue development of Sub Brand

Identity based from feeback.

Week 9: Present 2 visual variations of Brand Identity and Packaging to class

Week 10: Start researching and developing all the touchpoints for product

Week 11: Develop Touchpoints for Fruit Fusions

Week 12: Review Touchpoints in class and make adjustments

Week 13: Prepare finished artwork for final review

Week 14: Present and hand over final product and packaging

Dessert

ABSOLUTFruit Fusions

Fruit

Lunch

Other