psuspring ‘08 mktg 442 creative strategy week 7 turn in homework pick up your work + grade through...

PSU Spring ‘08Mktg 442

Creative Strategy Week 7

Turn in homework

Pick up your work + grade through Week 5


Last Week’s Homework


Product Insights #1 FUZE Slenderize

Great and refreshing taste in 6 flavors: blueberry raspberry, tropical punch, tangerine grapefruit, dragonfruit

lime,cranberry raspberry, strawberry melon

Only 10 calories and only 2 carbs

Size: 18 fl oz

4 slenderizing vitamins and minerals Chromium: micro-nutrient known to improve the amount of energy

obtained from food Vitamin C: Anti-oxidant essential for vision, growth and healthy skin SuperCitrimaxTM helps maintain a normal appetite and increases

energy in healthy individuals, helps support a healthy metabolism L-Carnitine: amino acid that boosts energy

FUZE slenderize is just what our target audience is looking for in a drink. They want a drink that is low in calories and carbs but still full of flavor and taste. It would be great if it could also help them actively loose some weight, not only not add more. FUZE offers these additional benefits through healthy and functional ingredients like vitamins and minerals that stimulate the metabolism. FUZE is exactly the drink our target audience would create if they were asked to.


Thoughts?

Good info

Should more clearly link to Why and Audience Insights

sections

Should more clearly differentiate from competitive choices


Product Insights #2 Olay Body Thermal Pedicure

Don’t get “cold feet” about wearing summer sandals! Now that Olay

Body has released their new warming thermal pedicure, hot and sexy

sandal feet are just a week away. Olay Thermal Pedicure heats up

when combined with water to polish away winter’s dry skin and

reveal rejuvenated summer sandal ready feet. Customers who want

smooth and polished heals can now wear the hottest sandals they

can find in no time. Strong competitors among pedicure lotions

include OPI Pedicure, Heal-to-Toe Spa Pedicure, and Essie Foot Care

lines.


Thoughts?


sections


Copy approach


Product Insights #3 Tropicana Orange Juice

Tropicana, America’s number #1 selling orange juice,

delivers great taste, quality, and nutrition into each carton.

Each 8 oz. glass is fortified with two servings of fruit and is

loaded with vitamin C and D. Each carton contains 18 fresh-

picked oranges.


Thoughts?


sections


More detail would be helpful:

#1 by what margin? Why are we #1?

Are competitors grouped? How many, how close? Why?

Price? Price difference between us & others?

How are great taste and nutrition defined? Is this how the

audience looks at it?

Varieties (no/low pulp etc) & relevance to audience? Which do we

feature? Why?


Product Insights #4 Intelligent Drive i81x Series

Most important attributes

Extra tiny, Extra thin, Elegant appearance

Product description

i81x USB drive series are the smallest USB flash drives in the world. Its dimensions are 34.8 x 15.2 x 5 mm (1.37 x 0.6 x 0.2 in), and its weight is 2.2 g (0.01 lb). Its user can make the small USB a mobile phone decoration, which is easy to carry, by putting the thread through a hall that the USB has. i810 provides 1~2 GB capacity and comes in 5 different colors. i810 plus provides 4 GB and comes in 2 different colors. i815 has slightly different design and provides 1~2 GB and comes in 2 different colors.

Functions of these i81x USB drives are as innovative as functions of other conventional USB drives. They can store and transport data, music, pictures, and videos; plug and play through USB1.1 or 2.0 Port; and supports Windows Vista.


Product Insights #5 Samsung HDTVs

Samsung HDTVs are at the cutting edge of both design and

technology. Samsung HDTVs are offered in a vast number of

sizes, contrast ratios, designs, types (plasma, LCD, DLP, etc.),

prices, colors, resolutions, and additional features such as

DNIe and game mode. Performance among the target

audience’s evoked set is quite competitive and is difficult to

distinguish one brand from another. However, the modern,

sleek designs of Samsung HDTVs are unique to this brand and

should truly resonate with the target audience.


Product Insights #6 Corona Extra

Corona’s smooth taste can be loved by anybody.

If used responsibly, Corona can help to relax stressed out,

working class people.

Corona’s brand can be recognized by most people walking

down a beer isle in a grocery store.

Putting a lime in a Corona is universal knowledge.

The lime can enhance flavor for some Corona drinkers.


Product Insights #7 P&G Secret Deodorant

Secret’s Clinical Strength antiperspirant prevents sweating. Christine feels that she sweats more than the average woman. When she uses this deodorant, she can finally enjoy herself without feeling like she’s having hot-flashes. Secret’s Clinical Strength lets Christine look hot, but not in the literal sense. Furthermore, she no longer has to worry about deodorant marks on her clothes, because Secret Clinical Strength is applied at night before bed. She no longer feels uncomfortable because she’s sweating, or insecure for having body odor. She can flaunt her stuff, and dance the night away with confidence.

Secret’s biggest competitor is Unilever’s Degree deodorant, also claiming to be prescription-strength. However, these two products differ in their positioning. Degree targets active women who sweat while working out. Secret is the socially-active woman.


Executional Considerations #1 FUZE Slenderize

The focus

Focus on the product

Communicate and emphasize the product’s attributes and benefits

Clearly state how many calories and carbs don’t just say low in… as everybody else

Explain what the vitamins and minerals do and emphasize they are healthy and natural not artificial

The feel and tone

The ad needs to feel fresh and healthy not boring or flat

Talk directly to the audience

Use a friendly, energetic and encouraging tone. Don’t be too chummy

Don’t play down their intelligence and education. Don’t be “one of those” that tell you that you will magically loose weight and look like an 18 year old model by doing nothing. Instead offer them a little help that fits their lifestyle.

The look

Show the product. Show the bottle and also the drink itself.

The color scheme should consist of fresh, natural colors like those of fruits and vegetables

This Executional strategy will work because this is the way the target audience wants to be approached. It talks to them in a way they like and presents them what they want to know. It understands their needs and wants and what the competition can’t offer.


Exec. Considerations#2 Olay Body Thermal Pedicure

The message of this advertisement is preparation for

summer- Are your feet polished, smooth, and soft in time for

summer’s sandal season? A moment of spa relaxation with a

thermal pedicure will slough off winter’s dry skin and reveal

summer’s warmth and beauty. Olay Body has established a

trusting relationship among its loyal consumers since 1959

with various skin care products.


Exec. Considerations #3 Tropicana Orange Juice

Convince the consumer that Tropicana Pure Premium Orange

Juice should be a household staple by:

Communicating the fact that each carton contains 18 fresh

oranges.

Increasing awareness of the value of paying a premium for a

nutritional product.

Recognizing the great taste and freshness of the product.


Exec. Considerations #4 Intelligent Drive i81x Series

Brand personality

Tiny, Thin, and Elegant!

Focus and feel of advertisement

The focus of the ad should be the size and appearance of the

USB flash drive. It needs to make the target audience viewing

the ad feel that he/she has found a stylish USB flash drive and a

cute mobile phone decoration at the same time. The ad should

make the target want to learn more about the product.

The most compelling things to communicate about this product

Your tiny, thin, and elegant USB is your phone mobile

decoration.


Executional Considerations #5 Samsung HDTVs

Emphasize the unique, modern, sleek, and stylish design

Simplicity is better

Target audience is technically savvy and does not need too

much education on product features unless that feature is

unique and helps set Samsung HDTVs apart from the HDTV

brands.

Soft/light colors that accentuate the Samsung HDTV

A modern environment

Potentially utilize Samsung’s partnership with the NFL to

reach that inner sports fan within the target audience.

Modern and sophisticated message tone


Executional Considerations #6 Corona Extra

Message tone: The tone needs to be relaxed, like your on a vacation in an island paradise.

Brand personality: Corona is connected to sitting on the beach in the Tropics. Corona’s brand should relay this message when noticed at the store or in a refrigerator at a friends house.

Current positioning: Best selling beer in Mexico and one of the top import beers in the US.

Competitive flash points: Corona is famous for being enjoyed with lime. Corona’s brand is widely recognizable. Ad campaign is well known.

Legal taboos and requirement: Can’t advertise to kids. Age limit (21). There is a regulation in beer and alcohol ads to advertise responsible drinking.

Peculiar market conditions: Restrictions on age limit. Competing with a lot of SKU’s at grocery stores.

Specific client preferences: Corona’s customers enjoy the smooth taste that is not overwhelming. A majority of Corona’s customers enjoy their Corona with a lime.


Executional Considerations #7 P&G Secret Deodorant

The tone for this ad campaign is hip and lively. It

demonstrates carefree confidence. Think, “Girls Just Want to

Have Fun” (Cyndi Lauper). The attitude of these ads is self-

assurance and worry-free. While the ads increase knowledge

of the rational benefits (clinical-strength), they relate more to

the emotional benefits (confidence).


Creative Strategy #1 FUZE Slenderize

Finally a drink that not only not adds weight, but can actively

help you loose some. And it’s tasty.

FUZE helps you lose weight and is tasty too


Creative Strategy #2 Olay Body Thermal Pedicure

Warm-up your feet for summer’s sandal season!


Creative Strategy #3 Tropicana Orange Juice

“Straight From the Orange” ad campaign will connect target audience (working mothers ages 25-44) to what’s inside the carton. Ad should provoke the fun and freshness of the product, convincing the consumer that reaching for that 1 carton on the shelf is equivalent to picking up a crate of 18 oranges.

18 oranges in a carton is easier to manage than 18 oranges in a crate


Creative Strategy #4 Intelligent Drive i81x Series

Feel smart & happy, and look smart & happy.


Creative Strategy #5 Samsung HDTVs

Designed to Perform


Creative Strategy #6 Corona Extra

Corona Extra relaxes people responsibly


Creative Strategy #7 P&G Secret Deodorant

Secret’s Clinical Strength lets you flaunt your beauty without worrying about sweating. You can look hot without feeling the heat.

Look hot with out feeling the heat


Creative Briefs: How to Make ‘em Better

Audience Insights Ads

Product Insights Creative Strategy Big Idea Promotions

Executional Tie-insConsiderations

A single, focused thought.

The basic premise for connecting deeply and meaningfully with each member of the audience.

Insight Connection


Rationale

Your goal is to prove to cynics and skeptics that your

opinion is clearly appropriate, compelling, and will work

Use it to convince, not inform

You must make a case

You must present your points with conviction; do not be

tentative


In-Class #7

Super Bowl Ad Review


What would you ask a recruiter?

Two questions; write ‘em down, hand ‘em

forward


Building A Brief: Part 3

Tighten and focus; make sure all info is relevant to the purpose

and to the audience

Focus and strengthen the rationale


Rest of Term

Next week (May 20)

Guest speaker: Steve Potestio, Co-Founder & Principal, 52 Ltd.

In two weeks (May 27)

Bring to class two copies of your revised brief

In class: concept development

In three weeks (Jun 3)

Present brief & concepts to class

In four weeks (Jun 10)

Final

psuspring ‘08 mktg 442 creative strategy week 7 turn in homework pick up your work + grade through...

Documents

product insights

audience insights sections

approach slide

target audience

olay thermal pedicure

great taste

weeks homework slide

pedicure lotions