Task 5

Copy and Development

Copy development research

“Unleash the Beast” Unleash the Beast is the slogan which is used for Monster energydrink. I think that this slogan is very well though out because it suits with the name of the product and the purpose as they are referring to the name monster by using the word beast in the slogan, they are also referring to the purpose of the energy drink which is to give the consumer energy almost like ‘Unleash the energy’Another slogan which can be found on the back of the can is “the juice is loose” which I also think is a good slogan because it rhymes and makes it catchy and memorable.

“Ya-hooo Mountain Dew”The first slogan for Mountain Dew energy Drink was “Ya-hooo mountain dew” which was Created in 1965, I think the reason they usedThis slogan is because it rhymed and it Attracted the target audience at the time, the Smaller slogan which was “It’ll tickle your innards” Later became the main slogan in 1993.

Copy developmentUnleash the juiceThe real deal100% ScottishNo nonsense from the northMake mine a bru

Unleash the juiceThis slogan idea is made up of the two slogans I found on theMonster energy drink can which were “unleash the beast” “the juice is loose”. Advantages: The advantages of this slogan is that it is short and catchy and it appeals to the audience because it isalready on a popular energy drink.It also sounds quite violent which is a Scottish stereotype and fits with my theme.Disadvantages: The disadvantages are that it is not an original slogan and has been stolen from another company.

The Real DealThis is another version of thewell known slogan from a 1940s coca cola advert whichsaid “The Real Thing” whichI think is making a jab at othercompanies that tried to compete with coca cola.Advantages: This slogan is again quick and catchy and easy toread if it were on a can or an advert.Disadvantages: It has beenstolen from another companywhich many of my target audience will recognise.

100% ScottishThis one of my original ideas which I though of myselfbut I did get inspiration from various other companies.Advantages: It fits in with the Scottish theme because Irn-Bru was created in Glasgow and I want to keep a Scottish theme with my products.Disadvantages: It’s not very catchy and it could put offcertain customers.

No nonsense from the northThis is also an original slogan without gaining any inspiration from other companies.Advantages: Again Its fits in with the Scottish theme and is uses alliteration which makes it catchy and memorable.It is also very straight forward and can make a subtle stab at competing companies.Disadvantages: It sounds a little violent to be put on an energy drink can.

Make mine a bruThis is taken from a cravendale milk advert which included the slogan “make mine a milk”Advantages: It is already well known across the UK and maybe in other countries, it is also very sort and catchy and it has a British pun to it when using the word bru instead of brew.Disadvantages: its doesn’t fit well with the Scottish theme I am aiming for and it is an existing slogan.

Copy development

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I chose two copies that I think worked the best and added them to my can design to see what they would look like to the consumer.

100% ScottishI think that this slogan fits very well on the can becauseit is short and quick, I also think its fits well with the designas it fits in with the bottom of the orange cross.I have used the same font for the ‘IRN-BRU 32’ and the ‘100%Scottish’ slogan.

No Nonsense from the NorthFirst of all looking at this slogan on the can I notice thatit is a little longer than the other one and looks odd butagain it also fits in withy the orange cross on the design.I think I will be using this slogan because it appeals more to theme and the audience.

Font experiments

Font experiments

Product development

My initial idea was to blend and merge the two colours together on the can, Whilst attempting this in Photoshop I created this merge effect which I was aiming for but the colours were to bold and solid.I made sure that the colours matched the original Irn-Bru cans by importing an image and extracting the colours from that image.

I then wanted to make my can design look 3D so I gave the colours a ‘multiply’ effect which then showed the original template and shading which made it look 3D.I also wanted my design to look more modern so I took away the merging effect.

When I first added the text I made each part a different colour to make it look different and interesting but I didn’t like that way I had positioned the words ‘IRN-BRU’ because it looked too modern and boring.I wanted to make sure that my text was big and bold to make it stand out.

I then changed the position and the angle of the words to make it look more interesting, I also added a more 3D effect by cutting off the edges of the words to make it look like it was wrapped around the can.I also changed the colour of the ‘32’ to make it match with the theme of my design.

My final design turned out with the writing a little bigger and more narrow, it is also changed to white to make it look brighter and eye-catching.I am happy with my finished design, If I was to change anything it would be the 3D effect of making the text look more like its wrapped.

Idea 1

This is an image of my first design idea which was initially just a Scottish flag covering the can.on this idea I kept the original colours of the image I had taken from the internet and just added a simple bold narrow font for the front, I warped the text to ensure that the design looked 3D and as if it were wrapping around the can.

After tweaking parts of the design I wanted to experiment with colours and which parts of the can were to be covered after this is had changed the colour of the text to an orange which ties in with the original colours of Irn-Bru and I took the top of the flag off so that it wasn’t covering the whole can.

I then decided that I liked the whole can to be covered to ensure that it didn’t look odd, I also changed the font back to black but still wanted the orang colour on the design too so I changed the centre of the flag to the orange colour and changed the blue parts to the blue which matched the original Irn-Bru colours instead of it being dark.

This is an image of my final finished design which I am happy with.I thought that it looked bare so added a quick slogan at the bottom but I may change the slogan throughout my work progress.If I could change one thing about it I would change how accurate the orange matches up with the blue outline.

Initial slogan ideas

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Idea 2

This is my final finished design which I am happy with.I used the smudge tool on Photoshop to make the outer edge of the burn marks look realistic. Although I would like to change a lot on it I think that it is a good design. The main thing I would like to change is to make the burn marks look more realistic.

Before I made the mind maps for my initial ideas I quickly wrote down the idea of having an Irn-Bru can I had designed burning through the design of an existing can, I quickly made this design of the modern Irn-Bru can burning through a Coca cola can to give me an idea of what I wanted my final design to look like.

The idea for this design came from a Pepsi advert I had comeacross on the internet whilst Researching, which shows a PepsiCan dressed as a Coca-Cola can.

Idea 3