Creative Brief Cadbury Bournvita
Autor: Paras Rishi • December 11, 2015 • Presentation or Speech • 257 Words (2 Pages) • 953 Views
Page 1 of 2
CREATIVE BRIEF [pic 1]
What is the aim?
To position Cadbury Bournvita as a high-energy drink for growing children.
What do we expect the communication to do?
Whose behaviour are we trying to affect?
Mothers;
- who are evolving and understand the role of a balanced diet for a healthy life
- who attach a lot of emotional importance to nourishment while bringing up their children
- who is modern and believes in leading by example
What is the key conumer insight?
Consumers are evolving and they understand the role of a balanced diet in their lives. We have to ponder on how to enrich lives of these consumers with our communication targeted towards healthy upbringing.
What is the one thing that we want people to take away? (key messaging)
What should be the key response?
What is the competitive context / frame?
Distinctiveness in comunication:
By attempting to steer clear of listing out the nutritional benefits provided by the brand, which has been a trend in the category advertising. This is important for the brand to stand out of the clutter.
What is the discriminator? (reason to believe)
What is our personality?
Brand personality:
Healthy, tasty, confident, intelligent, street smart, innovative, self-assured
What else could be helpful?
Cross branding with
Some pointers of use:
- Increases physican and mental endurance of a child
- Boosts the reaction time
- Increases stamina of a child
- Improves overall well-being in order to achieve good health of mind and body
- Observed higher intake of calcium
- Helps in eliminating waste products and toxins from the body
...