Advertising

C: Creative Brief

1. Background

Current advertising problem: This is a brand new product so it has no name recognition and this type of packaging has not been seen before in this market. There hasn’t been any advertising previously for this. The product before the rebranding was only a store name-brand product only advertised in the coupon catalog. Parents would only choose the previous product because it is weide melk or because it may be cheaper than the products around it on the shelf.

The Brand Essence: “For a natural and nutritional playtime” 

USP: Only brand that…

• Is built for children to interact and play with the reusable packaging. 

• Is in a box with a handle and in a different shape than a rectangle

• Sells regular cow milk and is transparent about natural ingredients

Our nutritional milk is made for growing young minds for the responsible parent to give their child.

Our milk is made for young parents who want to raise their kids healthy and happy. 

2. Communication Objectives 

What do we want to achieve?

Order of Importance:

• Brand awareness- purely the brand name (sending out the name)

  • We are a new brand that is debuting its first product so we want to build a recognizable brand by using advertising methods such as short tv and social media ads.

• Brand attitude- all about feelings (emotional) 

  • We want to establish a relatable relationship between our product and consumer. In which case, appealing to their emotional side would be best since the parents have their children in mind when purchasing this product. We can focus on the parent-child relationship, since the parent wants to provide a happy and healthy childhood for their kid. The old fashioned design of the milk cartons will create a nostalgic feeling for the parents which will persuade them to purchase the milk. Especially since the competitive brands have all switched to the plastic screw on lids.

• Behavior- campaign getting target audience to buy the product

  • Since we are launching a new product from a new brand, demonstrating how the product is used via a playtable in a grocery store would convince parents to purchase it for their kids to play with.

3. Desired Response 

Know (cognitive): 

What does the target audience need to know after our communication?

After seeing our ad, the primary target audience will know that Cool Cow Co. milk is not only a healthy and delicious drink for their child to take with them to Primary School, but that the package that contains 6 drinks and looks like a barn, can also be recycled or reused as a play toy for their child at home. 

Feel (affective):

What does the target audience need to feel after our communication?

After seeing our ad, the primary target audience needs to feel like they are providing their child with a nutritious and healthy drink that they would be happy and proud to drink in front of their friends at school. They should feel like they are a successful parent by buying this product while also being able to provide a creative outlet for their child.

Do (behavior):

What does the target audience need to do after our communication?

During weekend grocery shopping, the target audience needs to find the product on the shelves and/or display/play table and feel the urge to buy the product to have their kid try it out. This is encouraged by our advertisements that give the product name recognition and demonstrate a clear purpose for the product. 

4. Target Audience 

The target audience is young parents and their kids. The buyers are the parents, in this case a single, working mom that does her groceries on morning weekends and takes her 5 year old son to school every weekday. The user is the child, they take the milk carton with them to school and play with the barn at home. The main decision maker is the mom because she does the groceries.

5. Target Audience Insight 

Drivers: The parent wants to provide a nutritional diet and for their child to have a creative upbringing. The parent is afraid that their child will get sick if they eat poorly which is why they buy our product. Getting her son to drink his milk at school is sometimes hard to control, but the reward of drinking the milk is being able to play with the cow. 

Barriers: The packaging may be too large to store in the fridge properly and the milk carton design might make it too messy to drink depending on their child's age. 

6. Proposition 

Drink healthy, play creatively. 

What this product is promising: Healthy Drink 

Slogan: Grow, Play, Learn. (Better future for your children because our milk makes your kids smart/creative.)

Concept: 

If you drink our milk, you will have a fun childhood. 

Milk is boring, but with CoolCowCo. milk, kids have the motivation to drink something that is good for them while being encouraged to play and use their imagination.

7. Reasons to believe 

The proof of what we are promising

Why would the target audience believe us?

Our milk is a healthier option because it has received the weidemelk logo which means the milk comes from grass fed cows.

Our packaging is fun for children because of its animated design and figurine functionality once the child has finished the drink.

8. Media

Social Media - Facebook, Instagram 

We could post short ads a few seconds long on these platforms that young parents use the most so they see the product and brand name often. Then they would recognize it in the store.

Television ads - Kids channels

With a tv commercial, kids would see the product and ask their parents for it if they think it looks fun.

Youtube - video ads

Both parents and kids would see the short ads. Parents would see the product and brand name often so then they would recognize it in the store. Kids would see the product and ask their parents for it if they think it looks fun.

Billboard - next to a field of cows. (this is where your milk comes from→) 

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9. Design

The playtime feature with popout doors on the barn and figurine milk cartons is crucial for the fun toy-like design that stands out from milk brand competitors. 

The tone should stay light and funny, the colors should stay blue, white, and black, and the shapes should be rounded. This will present the product to parents as a way to establish a healthy relationship with mealtimes for their kids.