Creative Briefs
JOHN LEWIS
Background and Context
John Lewis is a high-end department store in the UK. Like other retailers, they had been creating a Christmas ad for many years. The ads were like a conveyor belt of items you could buy in store that year, while also referencing the process of buying and giving. It wasn’t working. It didn’t stand out from all other retailer ads. It didn’t make people want to come into the stores.
What is the situation?
The convenience, selection, and prices of online retailers (Amazon) are eating into retail traffic and sales. We need to reverse this trend.
What is the role of communications?
John Lewis needs to show consumers that convenience isn’t everything: it’s the thought behind the gift and the effort given that makes gifts worth so much more.
Who is the audience?
Those who love their people. The holiday-lovers, the late night dreamers, the selfless “Gift Givers.” This campaign is for those who value their loved ones above all else, the ones who care too much, and desire to express their love in emphatic fashion.
What do they think/feel/believe, or do now?
“Gift Givers” believe that the true magic of the holidays is thoughtfulness and love, that giving gifts isn’t about buying something easily. They feel excited about the holidays, not because of what they may receive in return, but because of the selfless acts that make Christmas meaningful.
What do we want them to think/feel/believe, or do?
We want Gift Givers to feel the power of shopping in-store and how giving a little extra effort to make someone’s holiday experience is worth so much more.
What insight drives this brief?
Giving a more personal gift to someone says a lot about who the giver is as a person.
What is the key thought we need to communicate to get them there?
By choosing John Lewis over online shopping services, Gift Givers can give their loved ones something special and feel rewarded in doing so.
Support
John Lewis sells all kinds of gifts, from clothes to kitchen appliances to children’s toys. And has extra helpful salespeople to help you find the right one. John Lewis has exactly what you need to make the holidays meaningful.
Relevant Brand Values or Tone of Voice
Family oriented, community, selflessness, heart-felt, deep, the power of giving.
CAPRISUN
Commercial Context
Capri Sun has lost its cool. Gatorade is stealing Capri Sun’s share of market and share of mind. We need a brand-level course correction to put Capri Sun back on a path to growth.
What is the Business Objective?
Stop kids from abandoning Capri Sun in favor of “cooler” energy and sports drinks.
What is the Role for Communications?
To redefine Capri Sun as a cool drink and eliminate its current childish connotation.
Who is your audience?
The “Trouble Makers”. They seek attention by doing the wrong thing, trying to look cool.
What do they think, or feel, or believe, or do now?
They believe that being cool equates to misbehaving. They want to do things they aren’t supposed to do.
What do we want them to think, feel, believe, or do?
We want them to make trouble, to cause disruption. We dare them to. We want them to believe that drinking and disrespecting Capri Sun’s packaging is cool.
What insight drives this brief?
Middle school kids don’t want to be seen as kids, they want to be older. And older kids are cool.
What is the key thought we need to communicate to get them there?
Capri Sun’s unique packaging gives them a way to misbehave by exploding the Capri Sun, giving them the attention and street-cred they so desperately crave.
Support
Capri Sun comes in a unique package, different from other beverages, which opens the door to all kinds of mischief.
Relevant Brand Values or Tone of Voice
Lighthearted, humorous, daring, “egging-on,” independent, mischievous.
SOUTHERN COMFORT
Business Background and Commercial Context
The Southern Comfort brand has been struggling globally for a long time. Over the years, its parent company had changed how it positioned the brand shifting from a heritage message "we’re the brand from New Orleans,” to sociability “we’re the sociable brand.” But those were ineffective at reversing a double-digit decline in a growing category.
What is the Business Objective?
Increase penetration of Southern Comfort with a younger audience. In other words, bring a new generation of users into the brand.
What is the Role for Communications?
To establish Southern Comfort as the go to drink for young people and increase sales.
Who is our audience?
21-29 year olds who are trying to find their place in the world, who they are as people, and where they belong.
What do they think, feel, or believe now?
They feel uncomfortable and like they don’t fall under the category of “class.”
What do we want them to think, feel, or believe now?
We want them to aspire to be who they are and who they want to be. We want them to be confident in themselves. We want them to know that you don’t have to be uncomfortable drinking whiskey.
Insight
Finding comfort in who you are is much more attractive than simply fitting in.
Key Thought
Southern Comfort is the drink to enable the target audience to be comfortable with who they are.
Support
Whiskey is normally associated with high class and prestige. Consumers don’t have to be classy to drink whiskey.
Relevant Brand Values
Unashamed. Relaxed. Go-with-the-flow. Fearless. Composed. Authentic.
LOCTITE
Business Background and Commercial Context
Best in class product. Best in class distribution. But most consumers don’t know who they are. And glue is not high on consumers priority list.
Business Objective
Increase household penetration.
Role for Communications
To establish Loctite as consumers’ go-to glue for fixing anything that is broken, regardless of how handy they may be.
Who is our Audience?
Ordinary, everyday people who break things. They come in all shapes and sizes, but their one commonality is their humanity. They are not perfect. They make mistakes, they mess up, and they break things sometimes.
What do they think, feel, or believe?
They believe that when they break things, they’re losing at life. They can’t do anything right, they’re clumsy, irresponsible, and failures, in their eyes.
What do we want them to think, feel, or believe now?
Breaking things doesn’t define them. Their ability to fix things and be resilient does.
Insight
When you break things, you feel like a loser. But when you fix things, you feel like a winner.
Key Thought
You don’t have to be handy to fix things. Anyone can fix things, and Loctite is the glue for anyone.
Support
Loctite is extremely versatile and is best in class in the glue category. Easy to use, easy to fix.
Relevant Brand Values and Tone of Voice
Motivational, reassuring, relatable, self-belief, confidence.