BRAND COMMUNICATION

1. BRAND COMMUNICATION BIG IDEA VS CAMPAIGN/ADVERTISING BIG IDEA?

Brand big idea

Communication big idea

Campaign/Advertising big idea

Campaign /

Advertising Big Idea

Brand Communications Big Idea

Definition Concept for a specific campaign/advertising

Strategic direction communication concept which commute your unique value propositions (difference) to your driving audiences.

Role Direction for a specific campaign/advertising

+ Define the essence and communicate it to customer + Create a personality of the brand + Compass in communication to all campaign/advertising

Features + changeable, short-term + defined and decided by the brand communication

+ stable for 5 – 10 year life + drive the brand, across mediums & products + presence of a brand champion + repeatedly communicate brand values + the three C’s: clarity, consistency & constancy

CASE STUDY

Brand Communication Big Idea

Axe grooms men to seduce

Campaign Big Idea

AXE Apollo Space; Shower Pooling

2. EFFECTIVE CAMPAIGN CREATIVE BRIEF?

Objectives

What is the consumer problem we are addressing?

Target audience

Consumer insights

Desired response

What we will tell them

Reason to believe

Brand positioning statement

Tone and manner

Media options

Mandatories

Framework of foundation that informs a writer or creative talent of guidelines for marketing of a campaign

Definition Components

2. EFFECTIVE CAMPAIGN CREATIVE BRIEF?

>>> Direction & inspiration to tell a story with internal logic and inspirational theme

Objectives • Drive awareness and consideration of new Grays Cookies as “The healthy

Choice to Snacking” brand positioning. And once we capture their minds, we want to trigger consumers to the great taste of Grays Cookies

What is the consumer problem

• Cookies are my enemy. I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As much as I look after myself, I still like to sneak a cookie now and then.

Target audience

• “Proactive preventers” they do whatever it takes to stay healthy, they run, work out and eat right. Women, 25-45 with bull-eyes target of 35-40. For many, food can be a bit of a stress-reliever and escape even for people who watch what they eat.

Consumer insight

• I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they are less bad for me.

CASE STUDY

Desired response

• We want them to think that Grays cookies are unique. We want them to feel they can stay in control with Grays and it will keep them feeling successful in living their healthy lifestyle. And we want them to try Grays and see if they like the great taste.

What we will tell them

• Gray Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your healthy. You have to try it to believe it.

RTB

• Grays combines they great taste in a low fat and calorie sensible cookie. In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat

• Natural ingredients

CASE STUDY

Brand positioning statement

• For “proactive preventers”, women 30-45, Grays Cookies are the best tasting yet guilty-free pleasure so you can stay in control of your healthy lifestyle. That’s because Grays combines the great taste in a low fat and calorie sensible cookie. In blind taste tests, Grays cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs.

Tone and manner • Successful, motivated, reliable, in control, natural

Media Options • Main creative will be in specialty health magazines, event OOH signage and

in-store. Want to carry the idea into digital, social media and a microsite.

Mandatories

• The line: “Best tasting yet guilt-free pleasure” must be included in the spot

• 25% of print must carry the Whole Foods logo as part of our listing agreement

• Legal disclaimer on the taste test and the 12 weeks study

CASE STUDY

NGHI NGHI

PHUONG VI