Joshua M. Smith #02209426
Joshua M. Smith #02209426
------------------------Creative Brief: Kleenex® Tissues Identity: Kleenex® Tissues are having an identity crisis. Identity theft is the number one crime in the United States, so much so that even our tissues are not safe. As victims of Identity theft we want to make sure our brand is safe from impostors. We have spent nearly a century building our brand name, and believe that we all need to feel secure. Personality: We are reliable. Depend on a Kleenex® tissue to catch the mess, so no need to worry, just feel better. We have a soft caring touch. When you're sick, we wish you well. Opportunity: Our opportunity to get our identity back starting with the first ad. We want people to see that Kleenex® Tissues are not only the original but the only. We're with you during every emotion and every season of every day. Snot tissue is not a Kleneex® Tissue and they better recognize! Why Advertise: We are advertising because identity theft is the number one crime in the nation. Our society has allowed this travesty to continue and it needs to be recognized as the tsunami size wave of slime like crime. Identity crime is the snot you blow into a Kleenex® Tissue. Target Market: We are advertising the brand and not a specific product so we want to pay homage to the ones who we with us from the beginnings and capture those who will take us to the tomorrows. No matter the age, sex or even species (okay a bit dramatic) there is a use that will present it's self. What they think? The first group are loyal customers who have known the brand Kleenex for most, if not all, of their lives. The generation who made Kleenex® a synonym for tissue. In our company's beginning stages they were the voice that shaped our identity, and the feedback that influenced Kleenex® Tissues personality. They made us who we are today. Our future customers or the recent adopters find new uses for our soft tissue that is also durable. They keep Kleenex® tissues close. U.S.P= Protect the Kleenex Why believe? Believe no one. Trust your nose. Tone: Nostalgic. Misty-eyed but in a upbeat positive perception.
---------------Creative Brief: Gorilla Glue Gorilla Glue is known as the adhesive to use when you want the task done right. It’s for the toughest jobs on the planet. While products like Elmer’s sell in the same market, Gorilla Glue is great for more than macaroni and construction paper. Gorilla Glue is an adverse adhesive family. Some may think Krazy® when we say super glue, but to us super glue means super strength. Like the grip of a 200lb peruvian black back gorilla, we are strong. We heard it time and time again, when Humpty Dumpty falls we put him back together again. We like him and why replace what you can fix? We are confident that are product is the best for the toughest of jobs. The brand name Gorilla Glue has a familiar sound to it. While people may not have used the product they have heard of us. What advertising would accomplish is showcasing all the capabilities and details of what Gorilla Glue can do. We stick and seal wood, metal, ceramics, plastic..... Advertising tells the customer we are strong. We have the opportunity to Are customer’s name is Matthew Modica. He works for ABC Electric as an Electrician. He is 25-35 years old and has 1-2 children who are 5-10years old. He is in a committed relationship and is very much a family man. He works hard to support his family and to make sure they have the necessities. Matthew enjoys a good laugh and likes hanging out with his friends, who know him as Matt. At work he is serious and competitive. He wants to be the fastest and have the best work. When on downtime he is not afraid to make jokes or play a trick on a buddy. Matt has a tough time working hard all day and coming home to more work. When he’s home he wants to relax so, when something needs to be fixed he wants to fix it fast and effectively. USPGet stuck and stay. ToneHumorous. Playful. Captivating.
Creative Brief: Boudin Bakery Client: Boudin Bakery S.F. Sourdough Even more particularly http://www.Boudinbakery.com Brand Identity: The Boudin brand identity is baked into each bread roll. Known for our deeply rooted heritage, sprouting in S.F. and flourishing our tradition. We bake our bread in our genuine rich history to infuse a full 'sour'dough flavor. Brand Personality: Our brand personality is warm and soft-hearted. Our fortitude formed from values in tradition and family. Yet, we're anything but a traditional bakery. Boudinbakery.com should emulate the fresh, hot and fluffy sourdough bread we serve everyday. The assortment of Boudin's best is just the right fit for various ways to enjoy. Although, Boudinbakery.com is not extremely popular or well-known, the advantages of being able to order quality bread online should adapt quickly like SF fog over the bay. Our Opportunity: The opportunity before us is a chance to bond our dough-like hearts into those who savor from far and between. With an increased awareness in online bakery we can gain a greater loyalty of an already persuaded customer. Target Audience: The SF visitor, who is unable to travel the distance often. They're the Boudin Bakery diehard tourists; the ones who plan a day of their visit for Boudin Bread bowls and the Wharf every time they visit. Family-oriented, males & females ranging in age from 25+ They are in a middle economic-social class with one or two kids under the age of 6. Our Proposition (USP): Boudin Baked Tradition is SF sourdough. Why Believe? Believe Boudin because our audience believes in the quality of the brand. Any person who has embraced S.F. and made an attachment to the Bay Area know that our time honored heritage established the standard where we hold the bar. Have faith that technology can make Boudin more assessable. Tone: Wholehearted; Sincere; Family-oriented.
------------------------Creative Brief: Western Union 1) Why does our client need to advertise? Our client needs to emphasize the 24 hour money transfers and the quick cash calls. 2) What is the advertising going to accomplish? Advertisements will bring more business and customers will benefit from quick and easy transfers. 3) Who are we going to connect with? College students(18-25) living away from home and parents. 4) What are the most insightful things we know about them? Most likely living in a dorm. Live in big cities {i.e. SF NY LA} Expenditures are mostly food, transportation, school supplies and events with friends. 5) What is the single most effective message we can tell them? That while their family may be far away, their assistance is only a phone call away. 6) What else is there to know that supports this message? They work seasonally or part-time. And sometimes not at all when in school. They rely on family to make it. -------------------------
------------------------Creative Brief: Kleenex® Tissues Identity: Kleenex® Tissues are having an identity crisis. Identity theft is the number one crime in the United States, so much so that even our tissues are not safe. As victims of Identity theft we want to make sure our brand is safe from impostors. We have spent nearly a century building our brand name, and believe that we all need to feel secure. Personality: We are reliable. Depend on a Kleenex® tissue to catch the mess, so no need to worry, just feel better. We have a soft caring touch. When you're sick, we wish you well. Opportunity: Our opportunity to get our identity back starting with the first ad. We want people to see that Kleenex® Tissues are not only the original but the only. We're with you during every emotion and every season of every day. Snot tissue is not a Kleneex® Tissue and they better recognize! Why Advertise: We are advertising because identity theft is the number one crime in the nation. Our society has allowed this travesty to continue and it needs to be recognized as the tsunami size wave of slime like crime. Identity crime is the snot you blow into a Kleenex® Tissue. Target Market: We are advertising the brand and not a specific product so we want to pay homage to the ones who we with us from the beginnings and capture those who will take us to the tomorrows. No matter the age, sex or even species (okay a bit dramatic) there is a use that will present it's self. What they think? The first group are loyal customers who have known the brand Kleenex for most, if not all, of their lives. The generation who made Kleenex® a synonym for tissue. In our company's beginning stages they were the voice that shaped our identity, and the feedback that influenced Kleenex® Tissues personality. They made us who we are today. Our future customers or the recent adopters find new uses for our soft tissue that is also durable. They keep Kleenex® tissues close. U.S.P= Protect the Kleenex Why believe? Believe no one. Trust your nose. Tone: Nostalgic. Misty-eyed but in a upbeat positive perception.
---------------Creative Brief: Gorilla Glue Gorilla Glue is known as the adhesive to use when you want the task done right. It’s for the toughest jobs on the planet. While products like Elmer’s sell in the same market, Gorilla Glue is great for more than macaroni and construction paper. Gorilla Glue is an adverse adhesive family. Some may think Krazy® when we say super glue, but to us super glue means super strength. Like the grip of a 200lb peruvian black back gorilla, we are strong. We heard it time and time again, when Humpty Dumpty falls we put him back together again. We like him and why replace what you can fix? We are confident that are product is the best for the toughest of jobs. The brand name Gorilla Glue has a familiar sound to it. While people may not have used the product they have heard of us. What advertising would accomplish is showcasing all the capabilities and details of what Gorilla Glue can do. We stick and seal wood, metal, ceramics, plastic..... Advertising tells the customer we are strong. We have the opportunity to Are customer’s name is Matthew Modica. He works for ABC Electric as an Electrician. He is 25-35 years old and has 1-2 children who are 5-10years old. He is in a committed relationship and is very much a family man. He works hard to support his family and to make sure they have the necessities. Matthew enjoys a good laugh and likes hanging out with his friends, who know him as Matt. At work he is serious and competitive. He wants to be the fastest and have the best work. When on downtime he is not afraid to make jokes or play a trick on a buddy. Matt has a tough time working hard all day and coming home to more work. When he’s home he wants to relax so, when something needs to be fixed he wants to fix it fast and effectively. USPGet stuck and stay. ToneHumorous. Playful. Captivating.
Creative Brief: Boudin Bakery Client: Boudin Bakery S.F. Sourdough Even more particularly http://www.Boudinbakery.com Brand Identity: The Boudin brand identity is baked into each bread roll. Known for our deeply rooted heritage, sprouting in S.F. and flourishing our tradition. We bake our bread in our genuine rich history to infuse a full 'sour'dough flavor. Brand Personality: Our brand personality is warm and soft-hearted. Our fortitude formed from values in tradition and family. Yet, we're anything but a traditional bakery. Boudinbakery.com should emulate the fresh, hot and fluffy sourdough bread we serve everyday. The assortment of Boudin's best is just the right fit for various ways to enjoy. Although, Boudinbakery.com is not extremely popular or well-known, the advantages of being able to order quality bread online should adapt quickly like SF fog over the bay. Our Opportunity: The opportunity before us is a chance to bond our dough-like hearts into those who savor from far and between. With an increased awareness in online bakery we can gain a greater loyalty of an already persuaded customer. Target Audience: The SF visitor, who is unable to travel the distance often. They're the Boudin Bakery diehard tourists; the ones who plan a day of their visit for Boudin Bread bowls and the Wharf every time they visit. Family-oriented, males & females ranging in age from 25+ They are in a middle economic-social class with one or two kids under the age of 6. Our Proposition (USP): Boudin Baked Tradition is SF sourdough. Why Believe? Believe Boudin because our audience believes in the quality of the brand. Any person who has embraced S.F. and made an attachment to the Bay Area know that our time honored heritage established the standard where we hold the bar. Have faith that technology can make Boudin more assessable. Tone: Wholehearted; Sincere; Family-oriented.
------------------------Creative Brief: Western Union 1) Why does our client need to advertise? Our client needs to emphasize the 24 hour money transfers and the quick cash calls. 2) What is the advertising going to accomplish? Advertisements will bring more business and customers will benefit from quick and easy transfers. 3) Who are we going to connect with? College students(18-25) living away from home and parents. 4) What are the most insightful things we know about them? Most likely living in a dorm. Live in big cities {i.e. SF NY LA} Expenditures are mostly food, transportation, school supplies and events with friends. 5) What is the single most effective message we can tell them? That while their family may be far away, their assistance is only a phone call away. 6) What else is there to know that supports this message? They work seasonally or part-time. And sometimes not at all when in school. They rely on family to make it. -------------------------
