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Consumer Behavior: Creative Project

The document summarizes a group's consumer behavior creative project on an almond milk brand called "Fit & Fresh". It outlines their target audience as vegans and those with dairy allergies. It describes the product features, such as being plant-based, nutritious, and lactose-free. It then details the group's ad design, which uses a hashtag headline, illustration of a stomach pointing to the product, and logo incorporating almonds and a green color. The group believes the clear and concise ad will effectively communicate the product's benefits and motivate the target audience to purchase it.

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39 views

Consumer Behavior: Creative Project

The document summarizes a group's consumer behavior creative project on an almond milk brand called "Fit & Fresh". It outlines their target audience as vegans and those with dairy allergies. It describes the product features, such as being plant-based, nutritious, and lactose-free. It then details the group's ad design, which uses a hashtag headline, illustration of a stomach pointing to the product, and logo incorporating almonds and a green color. The group believes the clear and concise ad will effectively communicate the product's benefits and motivate the target audience to purchase it.

Uploaded by

ananyaverma695
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Consumer Behavior

Creative Project
______________________________________

Submitted by – Group 2
Ananya Verma 1901184 | Aniket Dubey 190010 | Anirban Bhowmick 1901129 | Arya
Ghosh 1901189 | Ashima Tirkey 1901071 | Siddharth Saha 1901168

Our Approach: According to the brief provided to us, our product which is Almond Milk
branded under the name “Fit & Fresh” is broadly aimed towards the growing population of
vegans and those who are looking for alternatives to regular dairy milk due to the allergies
caused from regular dairy. Both these target groups are a very well defined to make them
narrow down. The main rationale behind choosing an intended audience is to provide a clear
focus of whom our business will serve and why those consumers need our product. It will
also help us to keep our target audience at a manageable level.

Product Features:

 Plant-based that is from almonds, it is organic so milk free from antibiotics and
GMO's
 Full of nutrition or packed with protein, calcium, and vitamins
 People who always seek an alternative to regular dairy because of allergies, lactose-
free
 Smooth, Lite and Creamy
 Delicious original taste
 Natural sweetness/non-sweetened
 Low fat/ no fat
 Natural farm fresh
 Completely Vegan

Target Audience: As our target audience is a combination of two narrow audiences which
are Vegans and People allergic to regular dairy but considering the fact that an advertisement
should have a very clear and crisp message to be successful one, we decided to design our ad
focused towards the latter. We assumed that the ad we created is a part of a hashtag campaign
started to provide solution for people who are allergic to regular dairy.

Ad Design & Rationale: While designing the ad, we have kept the three main elements of a
print ad in our mind, which are; Headline, Illustration and Signature. We have used a clear
and fresh sky backdrop to create the mood of the ad and a splash of milk with almonds
coming out of the brand logo to provide a very evident and beautiful picture of the actual
texture of the product to make the customers feel it.

 The headline of our ad is very clear and is presented in the form of hashtag because
we believe that even if it is a print ad, the format of a hashtag tagline itself is very
catchy and trending which makes people to believe that our brand is completely up to
date with the current trends.
 The illustration used to demonstrate the message and also the CTA (call to action)
which is to make our audience to choose our product, is again to the point and clear.
We have used the human stomach as a live caricature pointing towards the Fit &
Fresh almond milk. The message we want to communicate through the illustration is
that our product would be the best choice to keep their stomach happy.
 Lastly, we have placed the logo of our brand at the left topmost corner to make it
appear prominently and to bind all the different elements of the ad under one brand
i.e. Fit & Fresh. The rationale behind the logo design was very simple as we chose a
pastel green color to depict the organic part and a small bunch of almonds to depict
the main element of our product. The font we used in the logo as well as in the
headline was designer but uniform at the same time in order to look fresh and pleasing
to eyes.

Why will our Ad work: We believe that our ad is really attractive and convincing enough to
make our target audience purchase the product because our ad is very clear and concise. The
major USP of our product which is to get rid of dairy allergies is very much evident from the
tagline and the visual illustration. Also, the illustration used is very clearly directing the CTA
without actually putting a text particularly mentioning why to choose our product. Overall,
our ad has the perfect amount of text, meaningful visuals and relevant & pleasant color
palette, making it a promising and successful print ad.

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