I love watching the tv show, The Apprentice, on the BBC but recently I can’t help thinking that the candidates – who are supposedly “business experts” – are wasting great opportunities. My question is – could I do better?
During the past few challenges I have thought that their ideas were ridiculous and that even I, the least business type person ever, could come up with a much better idea. I usually do have an idea but never think anymore of it so this week I thought I would take it one step further and write my idea down.
This week Lord Sugar put this challenge to the candidates…
“to come up with an advertising campaign for a new soft drink – and pitch the results to experts in New York City.”
You can watch the full episode but basically their finished products were shit!
What would I do?
I’d start by creating a soft drink with something different that would stand out, something that would put the choice of what the drink actually is literally back in the hands of the consumer.
What do I mean?
Some people might like a fruit drink consisting of orange & pineapple but others might prefer pineapple and grapefruit or orange and strawberry or even just orange on its own. The same logic would apply for water based drinks, energy drinks or other carbonated drinks. I remember at junior school we would mix Coke with orange juice and call it Gummiberri juice but that’s another story altogether…
So, how about creating all the single flavours and allowing the drinker to choose which ones that they put together to create their own mix? Package it in a split bottle such as this using a Pepsi bottle simply to show the concept…
The drinker could either just choose one flavour or two. If they opt for two the bottles could be somehow put together and consume as one drink from one bottle. I’m not a bottle engineer but I’m sure some clever product developer could make that happen judging by this article. Alternatively, the split bottles could be poured into glasses and mixed punch style.
What would I call it?
Simple. Plain. Puts the consumer first!
There would be so much scope for advertising slogans…
“U are what U drink”
“Ur drink, in Ur hands”
“How do U take it?”
“Ur drink of choice”
A billboard or TV advert showing one half of a bottle colliding with another half and exploding into a brand new bottle – low budget, maximum impact!
I could quite happily go so much further with this and produce images, videos etc but I think I’ve done enough for what I wanted to do at the moment.
Would U buy it?