SOURZ BLASTZ
My role is shared copywriter and account executive.
our language, or tone of voice we want to convey is: Modern, cool, fast,
snappy, young, simple, direct. Usually questions the audience with rhetorical
questions. Some examples of the tone
of voice we want to put across.
·
Give it all
·
Give it some
·
Sorted
·
Get sorted
·
Get some
·
Its decision time
·
Decide
·
Savour the flavour
·
There’s no disguising great taste
·
The drink of choice
·
This is our shot
·
Sun sea and sourz
·
Shoot and
reload
·
A queue at the bar isn’t always a bad thing! (A
queue of sourz)
·
Valentine’s Day: did you get flowers or sourz,
sourz or flowers?
·
Rose are red, sours is too, but you can’t drink
roses so its sourz for you
·
The weekend just around the corner
·
This is our night
·
Naughty/nice
·
Yolo
·
With great sourz comes great responsibility
·
A party without sourz is just a meeting
·
Get your hands on it
·
Party tip#9 it`ll never be 7pm (current date)
again
·
Life is short wear your party shorts
·
Who owes you a drink? Tag a friend
·
You only live once. But if you do it right, once
is enough
If Sourz was a place/event
it would be a festival or party.
If it was a specific
location it would be Ibiza.
If it was a city it would
be by the Miami or Las Vegas.
If it was a person it
would a student.
If it was a time of year
it would be summer. (But it is seasonal)
If it was a moment it
would be the beginning of a night out.
If it was a thought it
would be a spur of the moment thought.
If it was a mood it would
be energetic, glowing.
If it was a flavour it
would be sweet, sour.
If it was a colour it
would neon vibrant colours.
If it was an emotion it
would be elation, shock, lively.
If sourz was a word it
would be. Sharp, fusion, neon, flavourful, instant, desirable, tasteful,
smart, warm (colour), cold (texture),
colourful, swift, split second, occasion, theatrical, festival, summer, party,
rave, MTV, decorative, seasonal. “This is our shot” is their main language used
when promoting their products. This language shows possession, pride and a
sense of desire and urgency. The overall language that sourz connotes, is a
sense desire because of its desirable taste that’s sourz embodies through its
bright colours, modern texts, and party like attitude. It tries to make you
feel like you don’t want to miss out. They actively pursue this with
competitions to win festival tickets to a festival called fusion in Birmingham,
and in their brand language used on Facebook.
Layout:
The brands logo is
restricted to black and white tones, with white text and shapes on the bottles,
but on merchandise they use black text and black shapes against white
backgrounds. The bottle design always
has a tribal shape at the bottom of the bottle leading up to the lower middle
of the bottle, with the text/logo occupying the upper central position of the
bottle against the bottles colours. The banner at the bottom is always the same
as the bottle cap, which is silver. The
O in the word “sourz” on the logo is also used in the bottom banner.
Brand book: There is no
brand book accessible to the public, but there are other student projects in
the links below. (These are great!)
Other facts:
·
The O is a silhouette of an apple, as apples
represent desire which is their main tone of voice. It is also their most
popular flavour, selling almost 50% more than the other flavours.
·
Other flavours including cherry, tropical,
raspberry, pineapple, mango and blackcurrant. Three limited edition flavours
are available during the year these are Summer Berry (in summer), Cranberry and
Apple (in winter) and Toffee Apple (at Halloween). The alcohol by volume is
15%.
·
In 2008 a major re-design of the Sourz brand
occurred and the slogan 'Made For Mixing' was adopted to show the increased
trend in mixing the liqueur with mixers such as lemonade, cola and fruit
juices. As part of the re-brand a new flavour was released, this being
blackcurrant. In October 2012 a limited edition flavour was added to the range
following a poll on Facebook. Users voted for Mango to be the new flavour,
which is now part of the permanent line up.
·
Brands Sourz makes mixers with is Bols white, to
make a Sourz and Bols (cheese cake) looking shot.
·
Sourz bottles range from around £8 - £12,
significantly cheaper than many other liquors to appeal to a student’s budget.
·
Actively post on their Facebook group at
specific events in the year. This actively promotes their event and festive
tone of voice all year round.
·
Other products include, cauldron skull shot
cups, jumper, t-shirt, sourz fusion cans, bottles in apple and blackcurrant
flavour, festival glasses and wrist bands in green and purple.
Promotion:
Sourz is mostly promoted
through banners, event posters, festival flags, occasionally TV, and on
cocktails menus. Its neon like colours and text against usually a black
background gives it maximum eye recognition. Sourz is drunk in clubs bars, and
pubs, and is usually drunk at night when its dark, so having the bright colours
is essential to the brands success, as its one of the only brands you can see
in the dark. It’s the first thing you`ll see on the menu, the wall or against
the bar as it’s so loud and vibrant. Other tactics are using digital media like
Facebook to engage with their target market of 18 – 24 year olds. Sourz can be
seen in almost all bars and clubs across the UK, and pleads reliability and
quality. Your reassured that if there’s Sourz behind the bar, you can have a
good time. This is what Sourz try’s to exploit in its fun, have the best night
of your life attitude.
Other relevant brands for
inspiration:
·
Vimto,
·
Ribena,
·
Oasis,
·
Nestle apple sour flavour lollies http://horse.vodien.com/~mvocomsg/index.php?route=product/product&product_id=57
Alexandra: Focus on
our brand traits and dictionary refined
Sourz Blastz Experience:
·
Sourz Blastz is a refreshing way of enjoying our
flavours in a more excitement way.
·
Summer is the time when ‘name’ surrounds you by
new senses.
Our Promise:
·
The unforgettable taste of summer with a choice.
Story:
·
We create Sourz Blastz because we want your
party to be perfect.
·
Have fun, dance and refresh yourself, make your
night yours.
Aspiration positioning:
·
Your signature summer style.
Voice example:
·
This is your ice lollies.
·
Same taste, new experience.
Quotes:
·
Today is life-the only life you are sure of.
(Dale Carnegie)
·
Be here now. (Ram Dass)
·
Forever is composed of nows. (Emily Dickinson)
·
All you need is love but a little ‘name’ now and
then doesn’t hurt.
·
Text font for word “Sourz” should be the as
original.
·
Text and banners must be in either black 010101#
pantone or white ffffff# pantone. If using white text and banner, background
must be black if using white background text and banner must be black.
·
Apple leaf in the letter O of sourz is to be
replicated in letter “a “of blastz.
·
Spacing of text sourz should not be changed, but
curning and text size of blastz can be changed. It also must not exceed or
touch the splash banner.
·
Used on lid and on front of packaging. Both must
be the same size.
Advertising and
marketing:
Sourz is promoted through banners, event posters, festival
flags, occasionally TV, and on cocktails menus. Its neon like colours and text
against usually a black background gives it maximum eye recognition. This must
be cultivated when distributing Sourz to the public.
Sourz is drunk in clubs bars, and pubs, and is usually drunk
at night when its dark, so having the bright colours is essential to the brands
success, as its one of the only brands you can see in the dark. It’s the first
thing you`ll see on the menu, the wall or against the bar as it’s so loud and
vibrant. This must be exploited. Other tactics are using digital media like
Facebook to engage with their target market of 18 – 24 year olds. Sourz can be
seen in almost all bars and clubs across the UK, and pleads reliability and
quality. Your reassured that if there’s Sourz behind the bar, you can have a
good time. This is what Sourz tries to exploit in its fun, have the best night
of your life attitude. If sourz blastz is to be distributed, it must abide
these characteristics.
·
Not to be sold to anyone under the age of 18.
(Must be shown on all packaging and marketing)
·
Drink responsibly (Must be shown on all
packaging and marketing)
·
Tagline: summer
with a twist
·
Packaging in small print: “flavour” alcoholic
ice lolly
·
QR code to sourz website
Product details:
·
Sourz blast is an alcoholic ice lolly promising
the same great taste you`ll recognise with Sourz, but with a new and exciting
twist.
·
Can be stored room temperature or in a freezer.
Should be consumed frozen, but can be drunk as a liquid below freezing.
·
15% percent alcohol content
·
1.6 units per lolly
·
150ml packaging
·
Bin man symbol on bottom right to promote
binning and not dropping sourz blastz
·
Nutritional content: 0% trans-fat, 0% saturated fat, sodium 0mg, total
carbohydrates 44g 15%, dietary fibre 0g, sugars 75g
·
Manufacturing details: Stockwell Street, University
of Greenwich, SE10 9LS London
Tagline: Summer, with a twist
Language:
·
Have fun, dance refresh yourself, make the night
yours.
·
We create Sourz Blastz because we want your
party to be perfect.
·
Same taste, new experience
·
This is our ice lolly
·
Life is short wear your party shorts (relate
this to our presentation)
·
This is our night
·
The weekend just around the corner
·
You only live once. But if you do it right, once
is enough
·
Forever is composed of now’s (Emily Dickinson)
·
Today is life – the only life you are sure of
(Dale Carnegie)
·
This is our t-shirt (To be used next to t-shirt design)
Timeline: In 2007
Sourz was known for being just a shot. As of 2008, sourz wanted to rebrand
themselves to be not just a shot, but a mixer aswell. Now, sourz has started a
new product line of blastz ice lollies. Blastz is a refreshing and more exciting
way of enjoying the taste of sourz.
Description: Blastz is the new and exciting range from
sourz. We boast the familiar taste of sourz, but surrounds you with new and
exciting senses. Dive in to the ice cold whilst you enjoy the blastz of our ice
lollies.
In 2008 a major re-design of the Sourz brand occurred and
the slogan 'Made For Mixing' was adopted to show the increased trend in mixing
the liqueur with mixers such as lemonade, cola and fruit juices. As part of the
re-brand a new flavour was released, this being blackcurrant. In October 2012 a
limited edition flavour was added to the range following a poll on Facebook.
Users voted for Mango to be the new flavour, which is now part of the permanent
line up.
Sourz logo designs by Hubert. I wanted the logo to convey the same style as the orignal sourz brand, and be bold, vibrant, and have a modern feel to them. Hubert conveyed this very well with the font type, spacing, and colour. The little apple stork on the "A" of blastz is replicated from the original sourz logo.
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T-shirt designs by Hubert. These are great as they convey the colour we want to put across, and has a neon, party theme to each one. They also look personal and hand made.
Photos by Paula, market researcher, packaging designer. Posters by Rory and Hubert. The text copy i gave them has been applied fantastically, the posters are clear, sharp, convey all our tone of voice traits, and fits within the Sourz brand fantastically.
Data visualization by myself
Overall our team worked very well, when idress didn`t show up or produce work we all chipped in to help Hubert with packaging designs, posters, and with the vizuales. Overall i think we got our tone of voice of exciting, energetic and adverterious into all of our work, and the text and visuales worked side by side very well. Next time I would want two designers, as the body of work for Hubert, and for me to make sure he was conveying the right message was hard as he was spread thin.
