Project theme: Creative Brief for Snow Peak

Instructions: Answer the following question with the given brand and product line. Do research about the given questions.

Client: Snow peak Brand

1. What is the product or service?Titanium Aurora Bottle - bottle line

2. Who/what is the competition?

3. Who are we talking to?

4. What consumer need or problem do we address?

5. What does the consumer currently think about us?

6. What one thing do we want them to believe?

7. What can we tell them that will make them believe this?

8. What is the tonality of the advertisement?

References: https://www.snowpeak.com/collections/bottles

CHAPTER 9 | MANAGING CREATIVITY IN ADVERTISING AND IBP 199 CLIENT: Prepared by: DATE: JOB NO.: WHAT IS THE PRODUCT OR SERVICE? Simple description or name of product or service. WHO/WHAT IS THE COMPETITION? Provide a snapshot of the brand situation, including current position in the category, brand challenges, competitive threats, and future goals. WHO ARE WE TALKING TO? Clear definition of who the target is both demographically and psychographically. Be as specific as possible in defining the target so that the creative can connect target and brand in the most compelling way. WHAT CONSUMER NEED OR PROBLEM DO WE ADDRESS? Describe the unmet consumer need that this product or service fills or how this product addresses a need in a way that's unique. WHAT DOES THE CONSUMER CURRENTLY THINK ABOUT US? Uncover target insights to get at attitudes and behaviors related to broader context as well as specific category and brand. Determine whether insights currently exist or whether new research needs to be conducted. WHAT ONE THING DO WE WANT THEM TO BELIEVE? Be as single-minded as possible. Write in benefit (functional, emotional, or self-expressive) language. Should differentiate us... no other brand in the category can or is currently saying it. WHAT CAN WE TELL THEM THAT WILL MAKE THEM BELIEVE THIS? Not a laundry list of available support but the few things that clearly support the "one thing we want them to believe." WHAT IS THE TONALITY OF THE ADVERTISING? A few adjectives or phrase that captures the tonality and personality of the advertising. Of particular note: Write it in the consumer's language; not business-speak. Make every word count; be simple and concise. Make as evocative as possible. Think of the brief as the first "ad." The brief should make creatives jump up and down in their excitement to start executing it! Exhibit 9.15 \\ Template for a creative brief