NL Intern Creative Brief- 1

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    14-Feb-2017

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    JOB#: 000000 UPDATED: 6/21/2013NAME: NaturalLight2016InternProject VERSION: SecondDraftBRAND: NaturalLight IR1: 6/24/2016CLIENT: CL1: TBD

    DELIVERABLE: Createafullyintegrated360plantodriveawarenessforNaturalLightasitshiftsbacktothecollegiatelandscapeandactsasanirreverentmaverickwithitsnewVBIandunconventionaltactics.Wewillcreateprogramsthatincorporatesamplingwherepossibleandincreasedemandamongstcollegestudents. RELEVANTBACKGROUND: In2016,NattyLighttransitionedfromitsbestbeerforyourbuckstrategytobecomingachallengerbrandthatpushesbackagainstthestatusquowithNewLook,NewStories.NattyiscompetingwithKeystoneLight,CoorsLight,MillerLightandBuschforthecollegemarket.Ithastraditionallybeenperceivedasalifestagebeerassociatedwiththefratlifestyle.Forexample,in2016,NattyLightwascrownedtheFratBracketChampionbyTFM.In2017,NattyLightwillbecometheirreverentmaverickbrandthataimstopokeboringintheeyebybeingunapologeticallycollege. PROBLEMTOSOLVE: NaturalLightispolarizing.Itsnotunfamiliarwithbeinglabeledasoffensiveadisgracetobeereverywhereorbeerflavoredwater,yetitsthelargestbeerinthevaluesegment.Onlyaroundonethirdofpeopleareawareofthebrand,andmanyofthosewhoareawareofNattyareashamedtobuyit.Itsperceivedasbeingcheap,immature,frat-tasticandsometimesembarrassinginsteadofbeingbrandedasthego-tobeeramongstourfun-lovingtarget.Thispresentsthechallenge:HowdoesNattypositionitselfasanirreverentmaverickthatisrespectedandsought-after? TARGETAUDIENCE: Parker,whosLDA-27,isacollegekidthatisconstantlysurroundedbyfriends,whetherdartyingonhisfrontlawnormakingupdrinkinggamestoGameofThrones.HeattendsabigstateschoolintheMidwest,SoutheastorEastCoastandrealizescollegeisntforever,sohedrathermakememoriesthangetanextracouplehoursofsleep.Parkerisasclosetohisfriendsasheishisfamily.Heshareseverythingfromwebcontent,ordersofnachosat2AM,andhisbeer.Wittyandbold,butneveroutofline,ParkerissomeoneyouwantalongforeveryoccasionbecauseheexudesthatquintessentialcollegeattitudethatmakesyouforgetaboutthemidtermyouhaveonThursday.Hewantstomakethemostofhiscollegeexperienceandtakelifedaybydayinordertoappreciatetheunpredictable. CONSUMERINSIGHT: Parkerrealizescollegeisonlyfouryears,buthesupforthechallengeofmakingeverymomentcount.ParkerdoesntwanttowastetheendofanightfeelingweigheddownfromhighABVbeerorshotsofBurnettswhentheresmorefuntobehad.Hesfunandconfidentsohedoesntrelyongettinghammeredeverynighttohaveagoodtime.Heslookingforabeerthatsalongfortheride. RETAILINSIGHT: Whenstockingupforaparty,Parkerlooksforbeerhecanbuyinbulktohaveagreattimeforalongtime.Quantityismoreimportantthanthetaste,andbecauseofthelowpricehecanaffordtobuyasmuchasheandhisfriendscancarry.Heslookingforsomethingtoshare,andtofillupbeerbongsandredsolocupsfordrinking

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    games,notsomethingtosipon.NattyisasafechoiceforParkerbecauseeventhoughtheywontadmitit,allofhisfriendsendupdrinkingitwhenitsthere.Itgetsthejobdone. ESSENTIALMESSAGE:

    Theresfuntobehadeverywhere,andNattysalongfortheride. REASONTOBELIEVE:

    1. Itsacheaperalternativethanotherbeers,soyoucanbuymoreandsharemoretohaveagoodtime.2. Nattyisalightbeerwithonly95caloriessoyoucandrinkalotofitwithoutfillingup.3. LowABVallowsthenighttolastlonger4. Nattyhasahistoryofsuccessincollegeenvironmentsandisthe#1valuebeer

    SUCCESSGAUGES: 1. DriveawarenessandpurchaseofNattyLight2. Increasevolume(penetration)amongcollegestudents3. Drivebrandloyalty

    CREATIVECONSIDERATIONS: Everyidea/executionshouldbethroughtheirreverentmavericklense

    o Unconventional,witty,confident,unpredictable,havingfun,rulebreaker(notlawbreaker) Otherbrandstolookatthatembodythefun-loving,boldattitudethatourtargethas:TacoBell,Red

    Bull,Doritos.o Explorewhatthesebrandsaredoingwithsocialmediaandothermarketingtacticsandwhyits

    workingfortheirmillennialtarget. Whatkindofthingsareuniquetocollege?Whathappensonlyoncollegecampuses?

    o 20signsyouwentto____articlesonsiteslikeBuzzfeedo Whatgoesonthatisntasobviousastailgatingandfratparties?o Collegebucketlists/senioryearbucketlists

    Experientialeventsthatspeaktothetargeto BudLights#UpforWhatevertargetingmillennialsbyofferingthemthechancetotravelto

    Whatever,USA

    Universalcollegelifestyle(almosteveryonehasroommatestories,stressovertestsandprojects,beinghungoverinclass,makingpooreatingchoices(lookingatyouEasyMac),havingsomeresponsibilitybutnottoomuch,decidingwhattodowithyourlife)

    o HowdoesNattyaddsomereliefandfuntothissometimesoverwhelminglifestyle,andhowcanwegetcollegestudentstoembraceasocollegeattitudeduringtheircollegecareersandpost-gradlife?

    HEROTACTICS: Integratedcampaignideas

    BigbucketideasthatcanbeappliedtoallaspectsofthecampaignExperiential

    focusoncollegetownsintheMidwest,EastCoastandSoutheast Pop-upeventsthatcapitalizeonwhatcollegestudentsarealreadydoing

    o Thinkbeyondspringbreak,bringfuntoeverydaycollegelife(i.e.syllabusweek,specifictraditions)

    Sampling

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    Whatislegaltodointhesemarkets? Focusonsamplingateventsnearcollegecampusesi.e.concerts,festivals,eventsspecifictocertain

    collegetowns,eventsthatcelebrateuniquetraditionstocolleges/collegetownSMtactics:Snapchat,Instagram,FB

    HowdoParkerandhisfriendsactonsocialmediaandhowcanweencouragehimtointeractwithNatty?

    Whatareotherbrandsdoingonsocialmediathatconnectswithourtarget?Retail

    ShowcasenewVBI HowdowegetParkersattentioninaretailsetting?

    MANDATORIES: Think:NaturalLightisactuallyprettydamnfunny. Feel:ImstokedtodrinkNattyandhavefun. Do:Impumpedtokickitwithmyfriendstonight Watchoutforpromotingoverconsumption 2016-2017CCI:LifeisSerious,NattyIsnt. Logo,#NattyStories,newVBI,irreverentmaverickpersonality