There's a Mc Donald's advert at the moment for coffee and their strap line for that is 'There's a cup for every coffee moment' which is basically what we are trying to say, so to make sure that we didn't end up with the same we started with this.
First we looked at replacing the work 'cup' to something more suited to our campaign
- taste
- blend
- mug
- fusion
- unique blend
- perfect blend
And then we looked at replacing the word 'moment' so something more suited to our campaign
- instant
- occasion
- jiffy
- momentousness
- time
- day
- situation
- setting
At this point we had 'Find the perfect blend in an instant'. We like having instant on the end because it has a double meaning - one being that you can make it there and then, and the other representing the fact that it's instant coffee.
We need to find a better starting word than 'find' though, so come up with different words for this
- make
- discover
- imagine
- provide
- experience
- enjoy
- whip up
- taste
- prepare
Also, using 'the perfect coffee blend' instead of just 'perfect blend' links it back better to coffee and makes it more obvious too.
The strap line we have decided on that we are going to use it:
Make the perfect coffee in an instant.
WOW. We have our idea. We need to do the descriptions. This depends though on what the situation is in the ad, and we are yet still to decide which we are using on what media, so we have decided to go through each situation and choose where that situations ad would be most suited to.
Decaf
- bedtime - online ad/magazine
Indulgence (4)
- stressed - magazine/online ad/billboard/poster (notice board)
- deadline - same as stressed
- working late - same as stressed
- missed the bus again - bus stop/bus ticket/metro
- delayed train - tube billboard/on train poster/train station billboard/metro
Gold (3)
- morning - newspaper
- another meeting - same as stressed
- bored - anywhere
- your turn to buy - same as stressed
- afternoon slump - same as stressed
- meeting with boss - same as stressed
- entertaining friends - anywhere
Smooth (2)
- meeting new people - anywhere
- lunch time - same as stressed
- snacks - mags/newspapers/online
- after dinner - magazine
- television - TV ad
- raining - magazine/newspaper/billboards/out door ads
From this list then we have a variety of types of ads to choose from to do
- billboards
- magazine
- online
- poster
- TV
- train station ads
- train ads
- bus stop
- underground
- newspaper
- metro
- bus side
We have decided that to do the designs, we are going to do them in context to the location. So the next thing that we did before this meeting ended was started collecting together some images off google to use to mock our ads on to. I'll put these on a different blog post.
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