Sophomore Advertising Studio

Exaggeration

Jake Boeve

DAD 234

Assignment Brief
OBJECTIVE
Dramatically differentiate benefits through exaggeration and hyperbolic imagery.

OVERVIEW
Consumers see hundreds of ads for similar products every day. Creative professionals must always find a way to cut through the clutter of parity products and similar features by creating stopping power with unusual imagery. By exaggerating a brands benefit, even taking it to extremes, the consumer gets it and is rewarded for paying attention. This is the time to have a little fun with the imagery, but the ad must still clearly communicate the singular benefit.

Client
Brookside Chocolate

Jake Boeve

Research
Brookside Chocolate
Flavors Aai and Blueberry, Goji and Raspberry, Pomegranate. All dipped in dark chocolate. Aai (ah-sigh-ee) berries are the fruit of the aai palm tree. Found primarily in the lush Amazon forest, the berry has been harvested for hundreds of years as a staple in the local diet. Goji berries (also known as Wolf berries) grow on an evergreen shrub found in China, Mongolia and Tibet. Originally found in an area from Iran to the Himalayas, the pomegranate is now cultivated throughout the Mediterranean region. The pomegranates botanical name, Punica Granatum, translates as apple with many seeds and is sometimes referred to as Chinese apple. Where to buy? Brookside chocolates can be found at Kroger, Walgreens, and various other grocery stores and wholesale outlets. Brooksides main competition are brands such as Kirkland and Trader Joes. The Target The target market consists of women between the ages of 25 and 50 who are interested in candy that appears healthier than others with more refined ingredients and avors. Brookside Farms began in 1954 in British Columbias beautiful Fraser Valley. This is a scenic, rural agriculture area with rolling sun-soaked hills, snowcapped mountains and lush green forests. In the late 1960s BROOKSIDE began to evolve into a confectionery company when opportunities arose for fruitavored and nut products. Over the next several years Brookside worked to develop the finest recipes. We developed our own chocolate formulations using old world traditions. Brookside developed the patented technology to create soft sweetened centers dipped in luscious dark chocolate. Brookside promises to use only the best ingredients the world has to offer. When combined with care and dedication, the result is the finest confections for you to enjoy. The Difference Brookside is different because of how they offer exotic avors for more refined tastebuds. Their dark chocolate covered fruit centers appeal to women looking to indulge but feel that they made the healthier decision compared to more basic brands of chocolate.

History

Jake Boeve

Creative Brief
CREATIVE > BRIEF
CLIENT: DATE: 1/16/14

DEPARTMENT OF ADVERTISING
Brookside Chocolate

MARKETING PROBLEM TO SOLVE OR OPPORTUNITY TO EXPLOIT

Use SWOT (Strengths, Weaknesses, Opportunities, Threats) to help discern these. What is the current market situation? Who is the competition? What are the current barriers to overcome? (NOTE: Creating awareness is NOT a marketing problem.) The main issue involves standing out above brands like Costcos Kirkland and Trader Joes. These brands offer similar prices and have the advantage of being more established. Brookside chocolates are still a relatively new product so it has the opportunity to gain loyalty among consumers as the go to confectionery treat.

THE TARGET AUDIENCE

Whom are we engaging and what do we know about them? Women between the ages of 25 and 50, the adventurous hipster with a sweet tooth, the mom who wants to indulge guilt-free. NICKNAME: (Give your target a handle that personifies it.) Indulgent Agnes, the hip stay-at-home mom.! DEMOGRAPHICS: (What are the hard facts about the target?) Female, aged 25-50, middle class PSYCHOGRAPHICS: (How does the target feel and act? What does the target believe? ) The target wants to snack guilt-free by eating something they think is healthy, they crave more rened avors, they fall prey to sophisticated packaging, they need their chocolate but have may be sick of more basic brands.

CORE MESSAGE
State simply and succinctly the one, single, solitary, most important, unique benefit that the target should know. Is this a functional benefit or an emotional one? Whats in it for the target? What bonds can we create? Brookside offers rened and exotic avors and textures that the consumer will continue to crave after trying once. Good health at the

SUPPORT
Why should the target believe it? What features and attributes differentiate our brand from the competition? Prove what you say. Brookside utilizes exotic avors from around the world (China, Mongolia, Iran) to create a more sophisticated snack that the consumer will enjoy eating and buying. Their combination of avors is unique along with their patented process of covering the soft fruit centers with dark chocolate.

CALL TO ACTION
What do we want the target audience to do? (Note: Buy is NOT a call to action.) Indulge in something healthy.

EXECUTIONAL MANDATORIES
Branding/signoff elements (logo, tagline, colors, fonts, product shot, etc.), website URLs, 800 #s, legal, functional features, etc. www.brooksidechocolate.com

Jake Boeve

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Phase 1

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Phase 1

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Phase 1

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Phase 2

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Phase 2

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Phase 3

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Phase 3

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Final Concept Ideation

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Final Concept Sketching

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Final Concept Sketching

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Phase 3 Final Concepts

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Production

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Finalized Copy

PRINT
Client - Brookside Title - core Size - poster and spread Date 1/5/2015 Writer - Katie Randazzo

Target your core

Get to the good stuff. Every candy has an exotic acai and blueberry center dipped in luscious dark chocolate. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Find your center

Take a look within. Youd be surprised with what youd nd. Brooksides Dark Chocolates have sweet, fruity, pomegranate centers in each serving. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Jake Boeve

17

Initial Compositions
Tabloid

Take a look within. Youd be surprised with what youd find. Brooksides dark chocolates have sweet, fruity, exotic centers in each serving. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Take a look within. Youd be surprised with what youd nd. Brooksides dark chocolates have sweet, fruity, exotic centers in each serving. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Jake Boeve

18

Initial Compositions
Tabloid Variation

Take a look within. Youd be surprised with what youd find. Brooksides Dark Chocolates have sweet, fruity, pomegranate centers in each serving. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Jake Boeve

19

Initial Compositions
Poster Variation

Jake Boeve

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Final Composition
Tabloid

Take a look within. Youd be surprised with what youd find. Brooksides Dark Chocolates have sweet, fruity, pomegranate centers in each serving. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Jake Boeve

21

Final Composition
Poster

Get to the good stuff. Every candy has an exotic acai and blueberry center dipped in luscious dark chocolate. Surround yourself with the ultimate chocolate experience. Visit brooksidechocolate.com to learn about our other uniquely crafted products.

Jake Boeve

22