This character design is focused on the teeth of the character. The brief states that we need to show the product being chewed, so I designed a character with a big mouth to emphasise the chewing motion.. I decided to go for a sketchy look, as it relates to a more child like drawn look. To make the teeth more attractive for the target audience, adding colour seems like a very good idea. Young children seem to enjoy vibrant colour, so I chose to colour each tooth a different colour. I made a mistake, as there is no blue fruit pastille, but that can be achanged if this design will be used.

Peperami Inspiration...

Another idea relating to the chew aspect, could be to give the pasille human qualities. So for example the pastille could be inside someones mouth, and dare the teeth to chew it. This would seem very similar to the Peperami advert, http://www.youtube.com/watch?v=l4q2LLX5oLw&feature=related
but instead of doing the same routine, maybe the patillle could break under the pressure and act scared after the teeth decide to chew on it. This would be different from the Peperami animal, as it is constantly angry and intimidating.

Chewing Idea...

One of the oldest advertising methods used by Rowntrees's, was to focus on the chew factor of their product. This advertisement shows this,
http://www.youtube.com/watch?v=bMpXqco7Zck

Rowntree's made a similar advert a couple of years ago, but more modern. I could use the same idea, that you cannot chew a fruit pastille. A better idea, might be to start off the same, but then focus on the actual pastille. For example this Coke advert, http://www.youtube.com/watch?v=NwCn-D5xFdc shows what happens inside a vending machine. If you adapt this idea to fruit pastilles, you could show what happens inside a n actual fruit pastille once chewed upon.

Fruit Idea...

The main gimmick of Fruit Pastilles, are that they are made with real fruit, instead of synthetic ingredients like other sweets. This could be a good starting point to come up with an idea.

For example there could be two fruits on a conveyor belt talking to each other before becoming sweets. The fruit on the left would come out as a fruit pastille, and still regain its personality, whilst the fruit on the right comes out with a mechanical personality.

The Beginning...

Rowntree's Fruit Pastilles have been around for a long time, which means that they lack the new, freash appeal many other sweets have. This means that my advert will have to have something creative about it. I am leaning towards a more surreal type of advert, as this will reach a larger target audience, and allows for a lot more creativity.