SPEC AD WORKSHOP #1 : the Crest Brief
Here is the brief for our first spec ad workshop, thanks to JTeslik:
The objective is to sell more Crest.
The target market is men and women ages 25-35 who fail to brush regularly (or who brush regularly but with someone else's brand).
Our product is currently viewed as a parity product (i.e. - Identical to the competition). People buy the same type over and over again, out of force of habit. Generally only one member of the household purchases it. We do, however, have the advantage of being a big brand name, up there with Colgate.
Our competition is viewed in the same way. People do not care about which toothpaste they use because they can't see a difference, although they may switch types based on whitening, tartar control, etc.
The consumer insight is: ??? Who knows. It could be that people forget to brush their teeth, and Crest is the best toothpaste for people who are lazy about brushing their teeth. This could be anything we want it to be.
The evidence is: ??? Based on the example above, the evidence is that Crest's tartar control can last for up to 24 hours, so it's not so bad if you forget to brush.
The tone of the advertising is fun and playful (or not, depending on the insight).
The creative teams are as follows :
This is still open and anyone else can join. Tell me if I forgot someone
The time frame : starting today, Jan 13, deadline is the Feb 10. This is not really a contest, so anything posted after the 10th won't be snubbed =)
When you think you're done, create a post in the Exhibition forum with the title typed as such : SAW #1 Crest - AD name/CW name.
Comment in the section below if you have any question or remark.
Good luck and have fun!