For the final stage of the Fresh brand development, I created two short promotional social media video adverts designed specifically for platforms such as Instagram Reels. These videos aim to communicate the brand’s personality, values, and benefits in a fast paced and engaging format that suits a youthful, eco-conscious audience aged 16-35. Both videos are 15 seconds long and were created using Adobe Express, making them ideal for short form social media consumption.
Before creating the videos, I planned each advert using simple storyboards. This allowed me to clearly define what each video would focus on and ensure that the messaging was structured and easy to follow within a short time frame. One video focuses primarily on the product and its flavours, while the second focuses on the eco-friendly and sustainable values of the Fresh brand. Although the focus of each video differs, both adverts follow the same structure with a hook, clarity, impact, and call to action, ensuring consistency across the campaign.
The first video is product led and designed to immediately grab attention through bright visuals and energetic pacing. The hook introduces Fresh as a naturally refreshing drink, instantly communicating its core purpose. The clarity stage showcases fruit visuals that represent the four flavours Orange, Blueberry, Lemon Lime, and Strawberry, making it clear what options are available. The impact is created by showing the cans themselves, reinforcing the product’s bold colour palette and playful design. The advert ends with a blue “Shop Now” call to action, encouraging viewers to visit the website. The entire video is set against an orange background, which strongly reflects the Fresh brand identity while providing high contrast for the visuals and text.
The second video focuses on the eco-friendly and sustainable side of the brand. The hook uses the statement “100% recyclable cans” to immediately appeal to environmentally conscious consumers. This is followed by the phrase “Designed to be refreshed again,” where the word “refreshed” incorporates the Fresh logo, reinforcing brand recognition. The clarity stage is supported by summer themed royalty free visuals of palm trees, which help establish a refreshing, lifestyle focused tone while clearly positioning Fresh as a drink brand. The impact section highlights Fresh’s values and benefits, such as being healthy for both the consumer and the planet. The advert concludes with the tagline “Refreshing the planet, one sip at a time,” again integrating the Fresh logo within the word “refreshing,” followed by the blue call to action.
Both videos follow the Fresh branding guidelines, using bold colours, modern typography, and energetic visuals to reflect the brand personality of excitement. Although I did find it difficult to pace the videos were the content didn’t seem rushed and tried to keep all important content within Instagram’s safe zone, ensuring that key messages are not obscured by interface elements such as icons or captions.
In reflection, these social media video adverts successfully align with the Fresh brand personality by being vibrant, youthful, and visually engaging. They directly target the intended audience identified in the user personas and suit the platforms they are most likely to use. By creating two adverts with different focuses, the brand demonstrates versatility while maintaining a consistent visual identity and tone across all digital media.