Student Starpack 2010 Brief F
‘Another bottle of J20 please’ - new bottle design and POS support material - Sponsored by Britvic Soft Drinks Ltd
Full details of the brief appear on this page. If you wish to print off or save the brief details, please download the PDF version below.
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The Brief
J2O is the No.1 packaged drink in the on-trade, with 7 bottles of J2O sold every second (Nielsen 2008). The brand is hugely proud of its market leading position and is continually striving to generate even more brand awareness and increase its share of the soft drink segment as a product with a colourful character targeted at the sociable and spontaneous 25-30 year olds.
Altering the look of such an iconic brand is a very difficult challenge for brand managers. They need to be able to make the creative appealing to both current and prospective consumers without damaging the core values of the brand ….but in two years time, Britvic want to overhaul the look and feel of the brand to create something new and exciting.
Therefore, Britvic will redesign the J2O bottle and label with the key focus being the development of an innovative new 275ml bottle, which will be sold in the on-trade - pubs, bars and restaurants; but the brief is wider than that and the creativity does not stop there! The brand team would also like to see at least 2 additional point of sale (POS) items to support the launch of the new packaging – such as a poster, drip mat, bar-runner, or whatever you feel could support the product launch.
Enter this brief if you can provide a brilliant 3D model of the bottle, great creative on the label and point of sale materials - explaining the development on 3 x A3 boards.
Altering the look of such an iconic brand is a very difficult challenge for brand managers. They need to be able to make the creative appealing to both current and prospective consumers without damaging the core values of the brand ….but in two years time, Britvic want to overhaul the look and feel of the brand to create something new and exciting.
Therefore, Britvic will redesign the J2O bottle and label with the key focus being the development of an innovative new 275ml bottle, which will be sold in the on-trade - pubs, bars and restaurants; but the brief is wider than that and the creativity does not stop there! The brand team would also like to see at least 2 additional point of sale (POS) items to support the launch of the new packaging – such as a poster, drip mat, bar-runner, or whatever you feel could support the product launch.
Enter this brief if you can provide a brilliant 3D model of the bottle, great creative on the label and point of sale materials - explaining the development on 3 x A3 boards.
Judging Criteria
- Creativity - inspirational design. The design has to be inspirational and exciting, with the greatest of shelf stand-out in order to beat the competition behind the bar.
- Innovation - creative use of design for structure and form. The structure should provide imaginative solutions that increase shelf appeal and display or provide additional advantages in grip, pourability, etc
- Brand Awareness the packaging design and associated POS needs to effectively communicate the values of the brand - J2O is a major soft drinks product greatly trusted and ‘up-market’.
- Consumer suitability - J2O is a drink for all ages and the structure should be imaginatively designed to appeal across a range of situations – for individuals or families, new or existing customers, being poured into a glass or being drunk with a straw, inside/outside, bright lights or dark bar, etc.
- Consumer appeal and shelf impact - Imagery has to deliver all the aspects around a huge brand name, healthy product, great taste, and so forth. With the bottles behind the counter competing with other brands the shelf-impact is a vital element to ensure the right decision is made in those few seconds at the bar. The supporting POS (point of sale) should drive the customer into asking for the product through image and messaging.
- POS (Point of Sale) - the two items of POS should be relevant to the brief (in a bar/restaurant) and adequately convince a consumer that J2O is the right product through image and message.
- Material specification - The bottle can be glass or plastic and the POS in whatever material suits.
- Graphics - quality and style of imagery used. The graphical representation linked to the bottle profiling and run into the POS is of significant importance.
- Model - production of a good quality 3D solution. The model can be worked up in suitable materials (e.g. wood instead of glass or plastic) but finished to a high standard to adequately demonstrate the principles, and work delivering the expectation of the brief and explained in the boards.
- 3 x A3 Development boards - the first board should demonstrate the start point of the idea (research and what the problem is that needs to be resolved), the progression of thought (how the possible solutions may resolve the problem), and the final board should show how the problem is managed.
The Prize
THE Britvic AWARD winner will be able to present their ideas to J2O’s creative agency, Elvis, in London in front of a judging panel and enjoy a week’s internship in the Elvis studio with £500 from Britvic to support accommodation and travelling.