29/10/11 Researching BABYCHAM!
I have started researching for my Major Project. We are going to rebran the Babycham!
I have decided to research Babycham advertisements throughout the years.
Babycham in the 1960's!
Babycham pub animated commercial 1980s
This commercial was made when Babycham had had a rapid decrease of sales, due to other, newer drinks being produced.
Babycham advert 1984
Another cartoony advertisement, similar to 'Disney' films. This didn't quite catch on, sales are still on the decrease. Babycham felt like they needed to come from a different angle, which prompted them to release the following.
Babycham advert 1987
Babycham released this advert in hope to sell their product not only to women but also men. It was a flop. Men were simply not interested in the 'Babycham' as it has been targetted towards women for too long.
1990's Unsuccessful Rebrand
After rapid falls in sales, Babycham made a desperate attempt to rebrand in the early 1990's. The idea was to incorporate Babycham into the clubbing scene, and to appeal more to young people (male and female) ofthat generation. It failed! The design quickly brought back the iconic deer after much
controversy over the rebrand.
Why was the rebrand unsuccessful?
- The deer logo is iconic to the brand. It upset a lot of people.
- Babycham is very female orientated, you can not rebrand it successfully for men.
- Colours look cheap and nasty
- No corporate identity.. no respect for the company?
How can you create a more successful rebrand? and how?
First analyse why the current logo and marketting is not working.
Current branding
What is not working?
- Bottle looks like it is a champagne or wine (consumer isn't stupid, it is a perry and should be sold like one!)
- Old fashioned reputation and cheap looking.
- Not advertised enough to it's supposed target audience, many young people do not know what 'Babycham' is! (advertise with target audience in mind)
Younger consumers are more interested in newer 'alcopop' brands and spirits. - Stars on the design suggest it is a 'christmas drink' to consumers (again the deer provokes feelings of christmas). This is good for christmas sales but can you rebrand the product to suit all times of year?
Intended audience (young women) are not buying this product.
What is working?
Iconic image good corporate identity nostalgic to some people
How can it be impoved?
Stick to target market (Young Women)
Sell the product with the target market in mind
Keep iconic image of deer! - but perhaps redesign it for a more modern/sophisticated version.
Are the ways in which we can incorporate into the club scene as it is a big influence on young people in the 21st century.
What do young people drink nowadays? And how is it advertised?
Ensure that you do not try to 'fool' the consumer- they are not stupid. The product is a cheap perry. Not a fancy champagne, or sparkling wine. Make sure this is put accross, but tastefully!
How can we market Babycham to appeal to a younger audience?
- Market it into the club/party scene.
- Design small bottled drinks? How can you give it some sex appeal?
- Advertise as a mixer for cocktails?
- Update the current logo to appeal to younger women
- Give it a more feminine look/sex appeal? - Longer legs, slender body, feminine eyes.
- More feminine typefaces?
- Different Colour contrasts
After mindmapping ideas in my layout pad I have decided I will be redesigning the current Babycham logo. I will ofcourse be keeping the iconic deer, but redesigning it to create something more sophisticated and more appealing to young women of today. I will also look at ways in which I can incorporate this and advertise it into the clubbing and party scene of today.
PROBLEM: after much consideration I realise the new logo might not work that well as it is far too different to the original and did not portray the feminine sophistication that I was hoping to create. I decide to design a similar logo to the original designs, but using the colour scheme, and feminine typeface to create a more sophisticated logo which would be easily identified by consumers.How can I market Babycham into the club scene?
After researching babycham I found that they are very popular in cocktails for eg:
Babycham with passionfruit and/or shot of brandy
Babycham with short of cherry brandy and lime juice
Babycham with cider
Babycham with cherry B
Some drinks are sold mixed in bottles. - could I sell babycham cocktails successfully?
An example of this is Jack Daniels cocktail/flavours
I generated a few ideas in how I would accomplish this, using a different coloured deer on the bottle for each flavour?
Here are some ideas for selling the flavoured drinks.
When research Babycham I discovered that Lilly Allen was a friend of the drink - could she advertise the new 'alcopop' version of the drink?
Another idea was to have three girls having a good time, each holding a different flavour of babycham.
I have decided I want the new logo character design to be the main emphasis of the advertisement I am to design. I decided to research how other companies have done this.
This is the original cadbury's caramel advertisement from the 1980's with the tagline 'Take it Easy'
After not using this character through the 90s Cadbury's reintroduced it recently through the following advertisement:
The advertisement caused some conspiracy, sexualising the character with added curves and makeup. In addition the packaging was also redesigned aimed at making the product more upmarket. It now features more flowing lines to 'communicate the softness of the caramel' Although the advertisement caused some conspiracy it boosted sales, and personally I think it looks great. I would like to create a parody of this for Babycham as I believe it would be a good introduction of the character and the brand for younger consumers and also give it some sex appeal.
Is there anyway I can incorporate Babycham bottle/glasses into the illustration?
