Lawrence Callam
CREATIVE BRIEF
1. WHAT ARE WE TRYING TO ACCOMPLISH?
Let consumers know there is a portable energy product that will let them control their caffeine consumption.
2. WHO ARE WE TRYING TO INFLUENCE?? (target market)
Consumers ages 25-49, who graduated college, and live in the south region of the world, and make around $75,000 a year.
3. WHAT DO THEY THINK NOW?
energy boosts are only avaialbe in liuqid form.
4. WHAT DO WE WANT THEM TO THINK?
Alert gum is pocketable energy, comparible to drinking coffee.
5. WHY SHOULD THEY THINK THIS WAY?
Americans need energy
6. HOW WOULD OUR BRAND’S CHARACTER BEST BE DESCRIBED?
energized, regulated, fast acting.
7. WHAT IS THE SINGLE MOST IMPORTANT THING WE CAN SAY TO INFLUENCE THEM?
One serving (1 piece) contains about as much caffeine (40 MG) as ½ cup of coffee.