The Rebrand Evaluation: Ferrero Rocher.

The rebrand brief was to use an outdated product and redesign it so that it appeals to another target audience. The target audience for Ferrero Rocher was 40+. Ferrero Rocher is a sophisticated,packaged chocolate wrapped in gold foil. The colour gold connotes riches, extravagance and being traditional. The colour gold is associated with the rich and upper class as gold is an expensive element. Ferrero Rocher wrapped in gold foil and sold in transparent containers gives the message that the chocolate is only for the elite or special occasions. This aspect of the chocolate is what differentiates it from other chocolates. In my group we decided to use Ferrero Rocher as the outdated product to redesign because the product itself is of good quality but is aimed at an older audience meaning not everyone feels that they are applicable to purchase the product. Calling the chocolate gold medal is an incentive for our target audience who like the chocolate to feel like they have been rewarded for hard work when they purchase and consume the chocolate. We decided to use the gym as our location for filming because a gym is where normal people, potential athletes and competitors exercise the body to increase strength and to keep fit.

We chose this product because we wanted to redesign the chocolate in a way were it appeals to a younger audience. The reason for this is because Ferrero Rochers popular advert “The Ambassador’s party” clearly displays elements of sophistication such as the costumes worn, which were suits and dresses and props such as fine unique jewels on the women. A target audience of 16+ would not pay attention to the advertising of the product because teens can not relate to the costumes worn as a teen typically at the age of 16 are not involved in occupations or activities that involves smart wear. Redesigning the product in a way were it appeals to a younger audience with a different theme gives the new audience the chance to also enjoy the product at any time as the product is of good quality and is as edible as any other chocolate on any occasion, time and day.

In my group the gold packaging of the chocolate inspired us. In many sports competition such as the Olympics bronze is for the person who comes last, sliver is second and gold is first. Using the theme of winning as inspiration we decided to call the redesigned chocolate gold medal with a target audience of 16+. Young people are normally associated with extracurricular physical activities, which involve sports competitions. The message behind our video was to show that the chocolate is a person’s gold medal and that it is the prize behind physical hard work and perseverance. During our planning stages we used a storyboard and a list of props needed. The storyboard helped prepare for our production because storyboards are visual aids. It made it easier for my group to understand how the video will proceed. Storyboards really helped us during production stages as it ensured that no scenes were forgotten and helped us piece the video together according to the storyboard.

Throughout the production I developed various skills such as using the camera, using the tripod and editing the video on Final Cut. Myself, as well as my group members all had a chance at using the camera to capture footage for the video of the rebrand advert. This involved setting up the camera on the tripod and positioning it to capture important scenes for our video. I got better experience at using Final Cut Pro to edit the video, as it is an editing software that I often struggle to use. We chose to have a hip-hop upbeat instrumental to illustrate the tension built during physical activity. My fellow group member Aaron and I were able to incorporate this in the video on final cut. During this project I worked well with my team and contributed fairly in terms of creative and original ideas. My role in this task was mainly the director, which involved distributing the jobs and multitasking with to get various jobs done. As a team we managed to successfully complete the video and depict the change of concept within the product appropriately. I think that my group met the brief very well. We was able to change the target audience of an outdated product and change the advertising of the product. The strengths of the productions was being able to portray the idea in a creative way. We was able to turn a sophisticated chocolate aimed at a mature audience into a chocolate that’s used as a reward for teens who work hard. This was illustrated through physical activity in the gym.

In my opinion I think that our advert reflected our idea of becoming a winner through hard work and determination, which was demonstrated through physical activity. The idea is an easy portrayal that our target audience is able to comprehend, as the cast in the video are the same age of the target audience making it relatable. Our finished advert has a clear story as we have showed that the ultimate gold medal for every winner is the chocolate Ferrero Rocher, which we have now called Gold medal and every gold medal is achieved through productiveness and effort, which we showed through steadiness in the gym. Our production needed some improvement when it came to the music being in sync with the video as in our video there was a long pause. Our music needed to be symmetrically inclined with the scenes in order for the audience to see consistency within the advert.

For our production I asked members in my class about what they think of our advert. Here are some of the responses.

Funmi: The idea of Ferrero Rocher being reformed, as a gold medal for a younger audience is creative and appealing. The inspiration of the colour gold has really given the group an incentive behind the message of the product as the younger audience will feel that Ferrero Rocher is also a product to be consumed at any time not just at upper class events. The advert overall carefully shows that through sports and the motto “every winner deserves a medal”.

Sofian: The advert is unique and also promotes a good message to the younger audience about hard work, physical fitness and positivity.

Tyreece: Using physical activity is a good way to engage the target audience, as it is typically known for the audience of that age to be involved in extracurricular activities that lead them to competitions aiming to become a winner and receiving a gold medal. This motive supports the slogan “Every winner deserves a medal”.