Context of Practise Brand

ABSOLUT VODKA

The brand i have chosen for my Context of Practise brief is ABSOLUT VODKA. I have chosen this because i find the brand interesting and quite urban which is a style i particularly like. I also watched a couple of videos made on the brands website and find their latest experiment of making every single bottle of vodka unique quite inspiring and different. It gives a sense of individuality to the bottle and therefore some personalisation and loyalty to the customer. It is these qualities i particular like as it gives the brand a purpose and morals. It is also the UK's number one premium vodka and has collaborated with artists such as Andy Warhol and Damien Hirst which gives the brand a stylist fashionable vibe which also appeals to me. Also another reason in me liking this brand is as i am a student i feel i amongst the target audience of the brand as i often drink ABSOLUT on a night out so there is a further connection there between me and the brand. 

Jelly Belly

When researching my product further i stumbled across the latest alcohol advertising restriction guidelines and found that there was too many restrictions, that i would of wanted to explore. By choosing this brand i realise now it would be allot harder than first anticipated so i am now changing my chosen brand to 'Jelly Belly'. 'Jelly Belly' was first established in 1976, its is a solid sweet that uses a unique recipe of only using 'really real' flavours, it was developed for a 'sophisticated palate' which focusses on creating an intensely juicy experience. The product takes up to 21 days to create and is eye catching and appealing due to the bright and dynamic selection o colours the jelly beans come in. There are 90 authentic flavours which use natural ingredients and fruit juices such as chocolate and coconut, when possible purees is also another ingredient used for the creation of the bean. the target to 'create an almost infinite number of taste experiences'. 

The latest Advertising campaign for the brand is currently introducing a opportunity for people to create their own jelly bean flavour, this is a fun exiting opportunity and creates a sense of brand loyalty to its customers, as the company is reaching out and establishing what their target audience wants. The brand end line for the company is 'The Original Gourmet Jelly Bean', this can be found at the bottom of the page on all the pages on the official Jelly Belly website. I find this end line suggests a quality to the product as it uses the word 'Gourmet', it also has a slightly competitive attitude that suggests hierarchy so by using the word 'Original' it promotes the brand as slightly elitist. I also like the vintage feel of the logo, i get this from the old fashioned typography which is classed as 'post modernist' and was popular font in the 70's for advertisements. This style also gives a sense of loyalty to the product itself as they show they are proud of their roots by using the font form the 70's but evolving in brand and product. I also like the shape of using a jelly bean, the colours are of a rich quality which emphasises my point of 'elitist'.