Background
The avozilla is new to the fresh good category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.). The avozilla brand will reflect the attributes of the warrior archetype, as it has benefits for those with an ‘alpha’ outlook who work hard at saying on top of their busy, health-focused lives.
Proposition
Made big for your healthy lifestyle
Substantiation
• You get 18 slices out of the avozilla, as opposed to 4 in a regular avocado
• Delicious buttery taste with all the same good fats and vitamins as other varieties
Tone of voice
Powerful, energising, positive.
Media requirements
Television, social media display ads, outdoor.
Mandatories
Logo, web address.
16 different LOGO
TOP 3 Design
Felix & MY 