Okay, so on with the individual feedback. Once again, I won't apologise for typos, I need to get this out.
This was interesting. Great that you had insights that were simple and supported. Great you challenged the convention of this all being about just health, perhaps too many entries were like kids playing soccer, just all chasing the same ball. I liked that you had a clear strategy.
Great that you built your planning from a product truth, without it being dull, that you gave it context. And while trial is not exactly a new task for a drinks communications campaign, I'm glad it was clear.
I engaged with the pen portrait and really got the insight. It's dead simple but also true that the story of an object directly dictates our experience of it.
Perhaps the idea went a little far, perhaps it's a little conventional to have 'from deepest Peru or whatever' but it was still a plan I think that would get people to appraise/re-appraise the brand and product.
I thought you did a great job of creating a plan that addressed specific tasks. I just wish you hadn't made changing the packaging part of it. It costs the earth, probably the entire budget. I thought you missed a trick with the daily routines thing, that might have been a bigger thought. And maybe it's a little bitty, for a penetration job, I wondered if you needed something simpler and more scaleable.
Rob said, "I like that they went beyond ‘health’ and into taste. That’s interesting.
Once again, thanks for framing the goal using data. Great it was boiled down to a clear consumption task. Perhaps you could have surprised a bit, but it's solid!
I got really interested in the performative/not being the best stuff - that felt like some sort of attitudinal tension to play with. While before as well as after seemed like a rock hard opportunity to grow consumption.
And I really liked the light buyers strategy which seemed realistic. Then the implementation feels solid, but I wanted you to give me it in a simpler manner. As it happens, 'be a counseller, not personal trainer' felt like a springboard for the whole strategy. This all felt good, but after establishing the principles, I wanted to see some thinking on implentation. As a client or creative agency, I kind of need to know if you're saying this is TV, all digital or whatever.
Rob said, "I was hoping they would have taken that on more directly – just to see someone come up with a new business plan – but instead they decided to go into the areas that were expected.
Ending with your summary is great. This should have been done more. It's critical in a world where we seem to write documents for folks to read, rather than get to talk to them, so having the one pager is really important.
Great naming of a clear audience and articulation of the issue.
I really love the tension you uncover in their lives- being seen to be something they're actually not. So much to play with, do you target the image or the reality? How do play with the tension or even help resolve it?
So I'm excited for commnications role to hit it out of the park and for me, instead it seems you recommend something that doesn't live up to your great insight work and is something any brand could do.
Your framework is solid and well thought out, but I was left disappointed at what might have been!