by sian lipscomb, andy heffernan and liam fitzgerald

CDME1001 Communication sills for Digital Media

By Sian Lipscomb, Andy Heffernan and Liam Fitzgerald


• After its launch in 1953 the product was most popular in the 1960’s and 1970’s and its main target audience were young to middle age women

• The drink is brewed in Shepton Maller in Somerset, England; and the name is now owned by Constellation Europe Limited

• During research we discovered that Babycham had similar characteristics to todays Lambrini. This helped us to understand our target audience more and gave us a starting point to generate ideas

• It was also at this stage in the project that we decided to base our product on a Christmas theme to help aim the product at a more specific audience

Research


• Because of Babychams popularity, similar and cheaper products were produced by competitors and therefore began to overtake Babycham.

• During the research we realised that we had to retain some of the original features of the product. E.g. The shape of the logo, the font etc.

• We brought a pack of the original Babycham bottles from a local supermarket as we thought this would help us with our idea generation and would help us to understand the product more

• It cost £3.98 for 4 bottles or their was a offer for 2 packs for £6.00 showing that the cost of the drink is reasonably cheap compared to todays alcoholic drinks such as Bacardi, WKD’s and Smirnoff

• When talking to people who remember the period when Babycham was popular there initial comments included the words ‘’cheap, feminine but very iconic’’

Research

Research


Target Audience

CDME1001 Communication sills for Digital MediaCDME1001 Communication sills for Digital Media

• Babycham will be mostly directed at women, although there is still scope for family audiences. This is why we have decided to have a slight Christmas theme.

• We are aiming it at older women (parents) who may have remembered Babycham from their time. And younger women who will know of Babycham

• I also think it would be a good idea to advertise on youtube.com because of its popularity.

• It attracts a wide range of people including my target audience who will go on Youtube for makeup, celebrity gossip etc. Youtube is also good at showing adverts next to videos.

• The adverts are selected to appeal to the viewer based on the video they are watching. Therefore if someone clicked on a celebrity gossip video, a Babycham advert could appear next to the video.

Our Proposal


Website Advertisement and Packaging Website Advert

Limited Christmas Edition

Website


Proposals

Packaging and Print Marketing


Packaging and Print Marketing


Limited Christmas Edition

20 cl

drin

kaw

are

.co.u

kP

LEA

E D

RIN

K R

ES

PO

NS

IBLY

6%vol

Sticker for front of bottle


Prototype of Product

Proposals

Online Advertisement



Thank you

Are there any questions?

Proposals

by sian lipscomb, andy heffernan and liam fitzgerald

Documents

digital mediathank

digital mediababycham

digital mediaby sian

babycham advert

celebrity gossip video

younger women

older women parents

good idea