The brand I have chosen for this project is Costa Coffee.
The tone of voice and language/personality I believe Costa coffee to have are welcoming, warm, friendly, and generally a nice place to be. This is because the colours in their logo (maroon and white) remind me of autumn as falling leaves and the general atmosphere have those colours. Most people who are in their campaigns are happy to be there and that makes me think that Costa is a friendly and welcoming place to go get a drink and a bite to eat.
The impact and effectiveness that i think Costa promotes is that you know straight away that its a coffee business and most items that they have on their campaigns look delicious and are prices very reasonably which could draw people in.
The audience that i think it engages most with is students and young adults, because it is cheaper than other big coffee companies, and it is a welcoming environment. The audience I think it excludes is children, because they are not supposed to drink coffee due to the effects on the brain, and children’s brains shouldn’t be exposed to the caffeine. Also, I don’t think the colour scheme would grab their attention/interest them as children prefer bright colours whereas the colours shown are neutrals.
The way I think it would reach other audiences would be by placing the campaigns on bus stops, in shop windows, gyms, and in parks so that people off all ages can stop and think about the campaign no matter where they are.
The things that i would have done differently as an art director/creative director would be to change the colour scheme to make it more child friendly, and promote that they don’t only sell coffee to draw in audiences that don’t/can’t drink coffee.