Problems we found when dissecting the brief

Many of the YCN briefs are either poorly written, too open or have contradicting messages. We had to look at the brief and their brand / company and find the problems with it and then re-write it to make it clearer, water tight and more practical to work with;

Some of the problems we found with the brief and their current advertising were;

• There is a lack of information about the product
• The brand is trying to imitate Innocent Smoothie
• Their current adverts are too predictable
• Their adverts are not innovative enough
• The target audience (16-34) is to broad a target audience, use something more like 20-30?
• They are promoting the 'no-sugar' when they need to promote the taste as that is what people buy into
• They are not sold in the right stores; very difficult to find
• There are not enough variety of drinks are sold in each shop
• Website; very childlike, reminds me of the Teletubbies TV set - not sending out the right message and not targeting the right audience. 
• They brief wants us to be 'cheeky' but this not come across as being tacky. 
• They are sold mainly in supermarkets = here they are up against their competitors and people will generally chose the brands they know