OUGD602 | DBA - Interim Feedback

The feedback from DBA was mostly positive. There was confidence in the strength of the concept, particularly focusing on moment in the day. It was suggested that this could have more of a role/influence in the branding, one idea from the team being 'Meridian' referring to AM/PM. They also suggested to keep the idea of using metallic/foil due to its trendiness and attraction on a shelf. It was suggested that this could link to the flavours and did not need to refer back to the sporty idea.

The group had explored the idea of the sachets being added to food by the consumer. This appealed to the group with the suggestion of putting this into a chocolate bar, but we felt that this did not achieve the homely aspect that we wanted to communicate that a hot drink did.

Other advice included considering where people would buy the product, would it be in coffee shops? Supermarkets? Suppliers etc? As well as what platforms the product could come in e.g. a shot in a small cup or a diluted version. Furthermore, could the product go into coffee shops such as Starbucks as an addition to their drinks? 

Overall, the feedback was that the concept was strong and it has a wide audience, however the name needs rethinking, the concept should be pushed and all outputs for the product should be considered.