Provide creative direction for your assigned product(sweet and sour soda)Below.  That creative brief should include all the elements mentioned above (tone, style, positioning...) as well as a definition of your target market and the challenges the product will face in the marketplace.

 

  
 

What You Need to Do Problem Statement or Challenge What is the key barrier we are trying to overcome - Look at the data and use that to frame your problem or challenge Marketing Objective Define target audience/market Gain market share among target audience Convince target market that Banana Lime Cherry... Or, when consumers see Sweet & Sour in stores they should think... Creative Direction Advertising for Sweet and Sour should focus on.. Rational or Emotional appeal? Present Images that can guide creative direction How would you describe the product? What adjectives should be used - you can be explicit about the Tone of the work Key Message Develop a short "key message" that should be integrated into marketing communication (look at Paypal example) Strategy Suggestions What Marketing strategies would we suggest Make 3 suggestions that focus on advertising, promotions, web or social media (not price or product) These strategies should be consistent with creative direction Hint: Don't be boring and don't forget to provide creative direction