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Creative Brief

Creative Brief

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Published by K.K.
Communication tools, Target Segment, Advertisement,
Communication tools, Target Segment, Advertisement,

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Published by: K.K. on Nov 12, 2012
Copyright:Attribution Non-commercial


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Creative brief 
 The purpose is to create awareness in the market about ‘Frankies’. The basicgoal is to deliver a communication that will make the consumer aware to‘Frankies’. The redesigned packing can help in creating stimuli to buy‘Frankies’, and ultimately increasing the sales of ‘Frankies’.
Audience profile:
: age 5-25, mostly urban.
: Consumer likes to have snacks/Chips which are crispy,good in taste. Packing should be attractive, which can make theconsumer switch to this brand; good color schemes are useful, becauseit’s an impulse purchase product. So, its packing should createattractiveness for the consumer.
Previous research:
Focus groups were conducted to see the awareness among the people andthe overall perception of the people towards the brand. In research it wasfound that people were not able to pass test of unaided recall, and evenaided recall test was creating problems. They were confused about thebrand; they were confusing 'Frankies' with other brands like Cheetos, Veezo,Kryzo.
Consumer insight:
Chips are becoming popular as fast food and are considered mealreplacement, which are light and can serve consumers in between meals.Chips/Snacks are impulse product; the TOM brand wins the race. Theconsumers that eat/buy the product are fun loving, they want to enjoy thechips/snacks when they are hanging out with friends; they feel delightedwhen using chips/snacks. Consumers usually buy carbonated water withchips/snacks, but they also suggest that sometimes using the chips/snackswith carbonated water makes taste of both product become worst.
Brand promise:
 The brand promises to give consumer a taste of chips that's different fromthe competition, as the brand says 'crunch on, munch on', so it also promiseto be crispy.
 The communication should make the target audience aware, and make themfeel for buying/eating the ‘Frankies’. Currently the audience’s awareness tothe product is very low; they are confused about ‘Frankies’, different taste of ‘Frankies’ that can help in re-buy.
Communication strategy:
Major objective of this communication between ‘Frankies’, and the consumeris to create the awareness level that even unaided recall test can makepeople prefer the name. Other objective is to create TOM approach, at leastuntil whole advertising in on air. As said, taste is something unique in thisproduct so stimuli through TVC can create difference, the consumer shouldfeel the taste and get into excited mode when they try it.
Competitive positioning:
Main thing is unique taste, that’s the strongest part of the competitivepositioning.
 The consumer should be made educated to this product to the level of RTB
We need a TVC that can create the stimuli to buy/eat the product, afterconsumption good mood should be shown. As this product is placed inimpulse purchase, so the communication should reach TOM in consumers. The project should be delivered in two weeks time, budget is Rs. 10 million.Initial rough sketch is attached with this file.
Current vs. desired brand equity:
Current brand equity is

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