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Babycham Rebranded

Babycham Rebranded. By Rosie Law and Lizzie Wood. Research. What is it? Sparkling Perry – alcoholic drink made from fermented pears When was it popular, & why? 1950’s-80’s, first alcohol advertised on TV, aimed at women because wine was not really available in pubs

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Babycham Rebranded

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  1. Babycham Rebranded By Rosie Law and Lizzie Wood

  2. Research What is it? Sparkling Perry – alcoholic drink made from fermented pears When was it popular, & why? 1950’s-80’s, first alcohol advertised on TV, aimed at women because wine was not really available in pubs What marketing strategy was used & did it work? ‘I’d love a Babycham’, cute little fawn, fancy glass, vintage collectibles

  3. Why don’t men buy Babycham? -Too girly, reputation Solution: more masculine packaging, separate from women’s to separate the girly-ness idea -Too fizzy, taste Adapt the product to a more manly preference, make the drink itself stronger with less fizz (more like pear cider than sparkling Perry)

  4. Research into opposing products

  5. Research • Supermarkets only sell a limited range of Babycham.ASDA only sell the large bottle, whereas Sainsbury’s only do the gift set (20cl bottle and drinking glass). • Babycham is not as popular as it was in the 60’s, but it has made a come back over recent years, as a classy, sophisticated replacement of the younger generation’s favorites: Alco pops. • Without the mascot, the brand would be unrecognizable, but the current image is too childish for its target audience. • Babycham was the first alcohol to be advertised on TV, aimed mainly at women because wine wasn’t very common in pubs, Babycham was a replacement. • ‘Retro’ has come back into fashion over recent years, and as Babycham has been branded ‘old-fashioned’ this might be an advantage

  6. Final Proposal • Two bottle shapes – male and female • Two bottle labels – male and female • Storyboard for a TV advertisement • One poster campaign – both male and female bottles shown

  7. Remember

  8. ideas

  9. Final designs – bottles and labels

  10. Final bottle designs

  11. Final label designs

  12. Final concept

  13. http://www.youtube.com/watch?v=WWN6kchSI2E

  14. Remember

  15. Final storyboard

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