Planning the adverts (U20:P2, P3, M2, D1)

P2 (U20): Create a plan for a cross media advertising campaign in response to a client brief

P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign

M2 (U20): Justify the choice of planned components by targeted media sector

D1 (U20): Discuss the legal and ethical constraints within the planned campaign

P2

Content of Each Platform

As this is the planning stage, the final slogan and hashtag have not yet been decided. However, the campaign will maintain a consistent visual style, message and brand identity across all platforms.

Billboard Advert

The billboard will feature:

• A large, high-resolution image of the Phizzwizzard can

• A bold red background to match the colour of the drink

• Strawberry lace graphics to visually represent the flavour, and clouds to represent the adverts

• A short, punchy slogan, "Laced with taste"

• The campaign hashtag (to be added once decided)

The layout will be simple and bold so that the message can be understood within seconds. Minimal text will be used because billboards are viewed quickly by drivers and pedestrians. The aim is to create strong brand recognition and visual impact.

Video Advert (30 Seconds)

The video advert will show a group of 16–18-year-olds in a low-energy setting. After opening and drinking Phizzwizzard, the atmosphere will become brighter, louder and more energetic.

The advert will include:

• Close-up shots of the can opening (emphasising the fizz sound)

• Slow-motion shots of the red drink

• Fast-paced editing once the drink is consumed

• Upbeat music that appeals to teenagers

• A final product shot with slogan and hashtag, "Laced with taste"

The tone will be energetic, fun and youth-focused. The video will communicate that the drink represents excitement, confidence and social connection.

Social Media Advert (Platform to be confirmed)

The social media advert will be short-form, vertical content designed for platforms popular with 16–18-year-olds.

The content will include:

• Quick, engaging clips (10–15 seconds)

• Bright colour editing to emphasise the red theme

• Clear product visibility

• A call to action encouraging sharing or interaction

• Slogan "Laced with taste"

The social media content is intended to increase engagement and encourage user participation, helping the campaign gain organic reach.

Target Audience (Entire Campaign)

The primary target audience is 16–18-year-olds.

Demographic:

• Teenagers in full-time education (college or sixth form)

• Mixed gender

• Disposable income from part-time jobs or parents

Psychographic:

• Social and peer-orientated

• Influenced by trends and social media

• Interested in music, fashion and youth culture

• Value fun, identity and self-expression

The campaign appeals to this audience by using:

• Bright, bold visuals

• Fast-paced editing

• Youth-focused settings

• Social media integration

• Energetic tone and relatable scenarios

The drink is positioned as a fun, exciting product that fits into teenage social life.

Resources and Personnel

Billboard

Resources:

• Professional product photography

• Graphic design software

• Printing services

• Outdoor advertising space

Personnel:

• Creative Director (oversees campaign consistency)

• Graphic Designer (creates billboard layout)

• Marketing Manager (approves and coordinates placement)

• Print production tea. 

Video Advert

Resources:

• Camera equipment

• Lighting kit

• Sound recording equipment

• Editing software

• Filming location

• Actors within target age range

Personnel:

• Director

• Camera Operator

• Editor

• Sound Technician

• Lighting Technician

• Actors

• Production Assistant

Social Media Advert

Resources:

• Smartphone or digital camera

• Video editing software

• Social media management tools

• Internet access for uploading and monitoring engagement

Personnel:

• Social Media Manager

• Content Creator

• Graphic Designer (for branded assets)

• Marketing Analyst (to monitor performance and engagement)

This is p2 

Budget 

Concept of the Campaign:

The concept of the Phizzwizzard campaign is to create an energetic and memorable cross-media advertising campaign that promotes the new fizzy drink from Carter Soft Drinks to 16–18-year olds. The campaign focuses on fun, exaggerated and visually striking scenarios where drinking Phizzwizzard leads to playful and surprising outcomes. In the TikTok video idea we are planning, a teenage boy playing football receives a notification on his phone about a reward, drinks Phizzwizzard, and suddenly feels confident on the astro, celebrating in an over the top way. The bold strawberry laces visual from our original notes ties into the flavour and the look of the product. Across all platforms, including TikTok, Instagram and a billboard advert, the campaign will use bright visuals, energetic edits and clear branding so it feels connected but also fresh and exciting for the audience.

Objectives of the Campaign:

The main objective of the Phizzwizzard campaign is to raise awareness of the new strawberry flavoured fizzy drink among 16–18 year olds and make the product memorable. We want young people to recognise the brand and associate it with fun, energy and playful experiences. Another key objective is to create engaging content that teenagers will share on social media, which will increase reach and interaction. The campaign also aims to show a strong, consistent message across all three required platforms, being TikTok, Instagram and a billboard, with a campaign hashtag that helps build the identity of the brand and encourages online conversation. Overall, we want the campaign to go viral and strengthen Phizzwizzard’s position in a competitive youth market.

Purpose of the Campaign:

The purpose of the Phizzwizzard campaign is to persuade the target audience that this fizzy drink is exciting, fun and worth trying. Rather than focusing on health benefits, the campaign highlights the enjoyable and social aspects of the drink, showing it as a bold and memorable choice for everyday activities and moments that teens care about, such as sports, celebrations and social media trends. By using creative storytelling, fast editing and humour, the campaign aims to connect with young people’s interests and encourage them to remember and engage with the product. Using multiple media platforms also reinforces this message consistently and increases the chances of the campaign being seen by as many teenagers as possible.

Moodboard

Form

The campaign uses a video advert, a social media ad on TikTok and Instagram Reels, supported by a still billboard. The video advert shows a teenager drinking PhizzWizard and then experiencing surreal strawberry visuals before gaining energy and performing better at football. Social media was chosen because the target audience regularly engage with social media content. The energetic hallucination concept works well in short videos as it is eye-catching and shareable. We have also chosen to use a billboard which supports this by creating a strong visual image in public spaces, reinforcing brand awareness and making the product recognisable both online and offline. 

Genre

The genre of the campaign is comedy with elements of sports advertising. The exaggerated strawberries and strawberry lace visuals create humour and make the advert memorable, while the football scene shows the drink giving energy and performance benefits. This mix appeals to a young audience because it is fun and exciting rather than traditional and serious.

P3

Storyboard and shot by shot

Tv advert:

Social media advert:

Research into competitors

1. Fanta

What Their Campaigns Focus On:

• Bright, bold colours that reflect flavour identity

• Playful, humorous tone

• Heavy use of TikTok and Instagram

• Youth-focused visuals and slang

Fanta campaigns are designed to feel energetic and fun. They often use short-form videos, colourful billboards and interactive social media content.

Why They Are a Campaign Competitor:

Fanta targets the same 16–18-year-old demographic and promotes fruity fizzy drinks using high-energy visuals. Their campaigns focus strongly on flavour personality, which is similar to how Phizzwizzard will promote its strawberry lace identity. This makes them a direct creative and market competitor.

2. Monster Energy

What Their Campaigns Focus On:

• Extreme sports and gaming sponsorships

• High-energy visuals and dark, bold colour schemes

• Lifestyle branding (skateparks, esports, music events)

• Influencer and athlete partnerships

Monster campaigns often position the drink as part of a lifestyle rather than just a product.

Why They Are a Campaign Competitor:

Although Monster is an energy drink, its campaigns appeal strongly to 16–18-year-olds. If Phizzwizzard uses skatepark or high-energy scenes in its video advert, it will be competing with Monster’s established identity in those spaces. Monster dominates youth-culture advertising environments.

3. Pepsi

What Their Campaigns Focus On:

• Music, celebrities and pop culture

• Youth empowerment themes

• Large-scale video advertising

• Strong social media presence

Pepsi campaigns often present the brand as representing “the next generation.”

Why They Are a Campaign Competitor:

Pepsi directly targets younger audiences and positions itself as modern and trend-driven. Because it has a large advertising budget and strong brand recognition, it competes for attention across the same platforms Phizzwizzard will use, including social media and video advertising.

4. Coca-Cola

What Their Campaigns Focus On:

• Emotional storytelling

• Sharing, happiness and social connection

• Global seasonal campaigns

• Strong billboard and cinema advertising

Coca-Cola campaigns are less about flavour and more about emotional branding and identity.

Why They Are a Campaign Competitor:

Coca-Cola dominates advertising spaces such as billboards, festivals and cinemas. Even if their tone differs slightly, they compete directly in the fizzy drink category and have strong campaign visibility. They also own Fanta, increasing their competitive power.

Location recce

 

Treatment
 

Laced with taste

Rafi cooper contact email: Raficooper@gmail.com Phone number: 07384385598

The storyline of is that we have a drink called Phizwizzard and we want to demonstrate the benefits of consuming this drink we will be doing this by taking a sip and then the model starting to play football and you can see he has extra energy and is playing better as this will make future buyers interested.

Explanation of act one. We are on the Jcoss astro. Our advert is about a fizzy strawberry lace drink where we will show the benefits of consuming it using sports. The main advert is Rafi cooper, the tone will be enthusiastic the set will be a camera man a Goalkeeper and a main character. 

Explanation of act two. The benefits of drinking the fizzy drink is what pushes the character to change and be more enthusiastic the story is showing the benefits of the drink by the more you consume it.

Explanation of act three. It reaches a resolution through the model scoring past the keeper after consuming the drink and this is how it finishes after a bit of dialogue.

 

Intended locations: The JCoSS astro EN4 9GE.

Location release form:

 

 

Model release form:

 

Risk assessment:

JCoSS Astro Pitch:

 

Hazard:	What is the risk:	How can I avoid/prevent the problem:	Level of risk:
If it rains:	Could make the astro slippery, which would increase the chances of slipping. Or even damage any equipment such as the camera.	Be careful not to slip on astro and put waterproof covering over equipment. Or make sure the weather isn’t raining when taking photos.	Medium
People walking behind the shots:	If they were caught in a photo I used, then I could get sued for using someone’s photo without their permission.	Make sure when taking photos that I’m aware that someone could walk behind on the astro, so to make sure no one is.	High
Equipment being damaged:	A football could hit the camera or tripod, or someone, such as the model could trip over equipment placed on the pitch.	Make sure when taking photos that no equipment is left in the way of where people would be walking and also make sure no football is shot towards any equipment.	High
Audio problems:	Wind or background noise from nearby people on the astro could ruin sound recording and disrupt the video.	Make sure no one is making noise when filming the video and let them know there is a video being filmed. Also try to film when it's not windy.	Medium

Pre Production schedule:

Research into conventions

Social Media video advert conventions (tiktok)

TikTok adverts usually use short, fast-paced videos that grab attention quickly in the first few seconds. They often include bright colours, quick editing, music or sound effects, and relatable scenarios that feel entertaining rather than like a traditional advert. Many also follow trends or visual humour to encourage shares and engagement from younger audiences. For example, many drink brands like Coca-Cola use short, energetic TikTok adverts with quick cuts and music to make their content engaging.

Video Advert conventions

Video adverts often use a clear narrative to show the product and its effects. They commonly include close-up shots of the product, energetic editing, music and exaggerated reactions to make the advert memorable. Many adverts also end with the product clearly shown alongside a slogan or brand message to reinforce brand recognition. For example, Lucozade adverts show athletes gaining energy after drinking the product, using fast-paced editing and a clear storyline to highlight performance benefits.

Still Billboard conventions

 Billboards usually use bold visuals and minimal text so the message can be understood quickly by people passing by. They often feature a large image of the product, strong colours and a short slogan to make the advert memorable. The design needs to be simple and eye-catching so it stands out in a busy environment. For example, McDonald’s billboards often use minimal text and bright colours with a clear image of the product to quickly attract attention.

Hand drawn billboard

M2

The social media video component has been selected because it directly targets the media consumption habits of 16–18-year-olds. Platforms such as TikTok are dominated by short-form, fast-paced content, which aligns with the energetic and youth-focused identity of Phizzwizzard. By using vertical video, trending audio and visually bold red colour grading, the campaign content is designed to feel native to the platform rather than like a traditional advert. This increases engagement and shareability, supporting the client’s aim for the campaign to potentially go viral. Social media also allows interaction through comments, likes and shares, meaning the audience becomes active participants in the campaign rather than passive viewers. Social media will be very important for hashtags such as #Phizzwizard #Laced with taste, "Laced with taste is also the slogan. The music we are using for the social media advert is 'Show Me Love' by WizTheMc and has been edited and cut to fit the clips, such as moved the chorus back to fit to the fade out of the advert and into a promo screen.   

The billboard has been incorporated to create large-scale brand awareness and strong visual impact. Outdoor advertising ensures repeated exposure in high-traffic areas such as near colleges, bus routes and shopping centres where the target audience regularly travels. The bold red colour scheme and simple, high-contrast design make the advert instantly recognisable and easy to process within seconds. Unlike social media, which is scroll-based and competitive, a billboard provides uninterrupted visibility. This strengthens brand recognition and supports consistency across the campaign’s visual identity. The billboard will feature "Laced with taste" our slogan.

The TV video advert has been chosen to add credibility and reach a wider mass audience beyond social platforms. Television advertising is still influential, particularly during youth-oriented programming and streaming services with advert placements. A 30-second format allows for more detailed storytelling, showing the product transformation and energy shift in a more cinematic way than short-form social media content. This longer format strengthens brand personality and emotional appeal, making the campaign feel more established and professional. Incorporating television ensures the campaign operates across multiple media sectors, increasing overall reach and reinforcing the brand message consistently. The TV advert will feature our slogan "Laced with taste", the song that will be used is "Miss Alissa" by Eagles With Death Metal, also there are dreamy sound effects used.

D1

Legal Constraints

One legal constraint within the planned Phizzwizzard campaign is compliance with advertising regulations. In the UK, advertising must follow the rules set by the ASA. The campaign must not contain misleading information about the product, such as exaggerating health benefits or making false claims about energy effects. All statements shown in the billboard, TV advert and social media content must be truthful and evidence-based. Failure to follow these rules could result in the advert being banned or removed.

Another legal issue is copyright and intellectual property. Any music used in the TV advert or social media videos must be properly licensed. Images, graphics and fonts must either be original, royalty-free, or legally purchased. If the campaign uses actors, model release forms must be signed to give permission for their image to be used in advertising. Without proper permissions, the company could face legal action or fines.

Data protection and privacy laws are also important, particularly for the social media aspect of the campaign. If the campaign encourages interaction, competitions or user-generated content, any personal data collected must comply with GDPR regulations. The company must clearly explain how data is used and ensure it is stored securely. Additionally, since the target audience includes minors under 18, extra care must be taken when collecting or sharing any personal information online.

Ethical Constraints

An ethical consideration within the campaign is responsible targeting of young people. Although the drink is not alcoholic, it is still a sugary fizzy product aimed at 16–18-year-olds. The campaign should avoid encouraging excessive consumption or presenting the drink as essential for popularity or success. It is important not to exploit peer pressure or insecurity in teenagers in order to sell the product.

Another ethical issue is representation. The adverts should aim to include a diverse range of actors in terms of gender, ethnicity and background to avoid reinforcing stereotypes. The campaign should not present unrealistic body images or portray harmful behaviour. Because teenagers are impressionable, the messaging must promote positive and safe behaviour.

Finally, the campaign must consider the ethical impact of promoting unhealthy lifestyles. While fizzy drinks are common, there is increasing awareness about sugar consumption and health. The advertising should not suggest the drink improves physical performance or wellbeing. Ethically, the campaign should focus on enjoyment and flavour rather than implying health benefits that do not exist. This ensures the brand remains socially responsible while still appealing to its target audience.