Creative Brief Project Due: 10/14/10




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Creative Brief Project

Due: 10/14/10
Product: Levi’s
Background: A decade or so ago, jeans were a daily staple for young people. Almost all college-aged kids wore them every day. They were social currency. Today, jeans are still popular, but they are losing their hold among the young to other casual pants, workout pants, etc. When people said “jeans,” they generally meant Levi’s. Levi’s were cultural icons. They sold more than the rest of the jeans brands combined in most of the USA. If you weren’t wearing Levi’s, you weren’t wearing real jeans. Now, even if you are wearing jeans, there is no reason they need to be Levi’s. In short, jeans are still important, but not longer vital, and Levi’s has to a large degree lost its dominant place as a cultural icon.

Issue: Levi’s needs to become relevant again to the college-aged generation. In fact, fewer men aged 18-24 wear Levi’s than most other age groups. Only people 65+ make up a lower share of Levi’s market:




Age

% Wearing Levi’s

Share of Levi’s Sales

18-24

13.4

12.2

25-34

15.0

19.4

35-44

19.3

26.2

45-54

15.9

22.4

55-64

11.6

12.4

65+

6.2

7.4

Target: Demographics. Focus on men, women, or both? Geography? Income? All consumers, heavy consumers, light consumers? Others? Use MRI data to help you here.



Psychographics. What is their mindset? What about their mindset will make them acceptable to your pitch? How does your product or the category uniquely fit into their lives? What do you know about the values of their generation?
This section should boil down to a specific consumer insight that other competitors are not considering or not making the most of. Consumer insights are usually stated in the consumer’s voice. For a tire manufacturer trying to get people in warm weather to use all-season tires, the insight might be that “after dry roads get a little wet, they are as treacherous as any icy roads.” Good insights lead directly to strong, motivating propositions. The consumer insight can be either rational (like the above example) or emotional (i.e., “I hate going into my bank!”)
Challenge: Articulate specifically what the advertising needs to do: Change behavior? Change a perception? Create trial? Create awareness? Build an image? Other? Pick one!
Objective: What measurable objective needs to be achieved? This is directly related to the challenge.
Proposition: What exactly is the advertising going to say to get the consumer to change their behavior, or take action, or take notice? This is your point of differentiation. Make this no more than one sentence. It needs to be a great sentence.

Reason to believe: Why should I believe that your proposition? What’s the proof or desirable image that will convince me?


Mandatories: This is where you list the “must haves” (e.g., logo, product shot, or branding line, etc.). The fewer the better.
Tone of voice: What kind of personality are you trying to convey? Serious? Intelligent? Friendly? Comical?
My Mandatory: On two pages: page one is your brief; page two is your argument (rationale) for why your brief is correct.
Grading Rubric:


Concise, insightful, and well defended on all points


100%

Strong on most major points and well defended in general


90%

Strong in general but poorly defended


80%

Patchy. Good thinking on some points, weak thinking on others


70%

Weak effort all around


60%

Not turned in

0%


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