Creative Brief

Date: 10/28/08
Project: MGD 64
Background:
A new, very light version of Miller Genuine Draft known as MGD 64
Guilt-free beer for women who like to drink beer, like the taste but not the calories.
Success will be measured by ROMI (Return on Mktg. Investment).
Audience:
Primary-Women over the age of 21
What to avoid: Making women feel guilty for indulging in a cold beer
Secondary- Men who are aware of caloric intake, usually over 40.
Objectives:
Through rapid diffusion MGB will become a notional brand
Provide an accurate reflection of the brands competitive advantage.
Motivate consumers to action.
Create consumer context reflecting functional needs.
The Message:
“A new, very light version of Miller Genuine Draft, only 64 calories in a 12-ounce serving.”
Other points- Genuine taste, less the calories, more the fun.
Medium:
Primary- TV, Magazines, Internet
Secondary-Outdoor ads, Radio
Additional Mandatory’s:
Drink Responsibly
Budget:
Management consensus
-course for strategy
-budgeting % (SOM/SOV)
-set standards for measuring results

A Good Campaign!

Target’s consistent use of the red and white “bull’s eye” has grounded Target as a household name among middle-class American families. Target has established their store symbol so well, with such a distinct symbol that whenever one sees it they know exactly what is being represented. Using a symbol instead of just the store name alone is a very clever alternative.
Target commercials are notorious for squeezing as much merchandise as possible into a one minute commercial. This is a great way to indicate the large assortment of merchandise that Target has to offer.
Through their campaigns Target translates a sense of youth. Their use of bright colors, young models, and upbeat tempos grab the attention of consumers everywhere. In a typical Target commercial, as products, brands and labels are flowing throughout; catchy upbeat songs are being played to represent the style and atmosphere of their stores. As the commercial flows so easily from product to product consumers are persuaded to correlate that flow with an ideal shopping experience of the same ease. It shows how easy it is to find these products all in one place. During this entire advertisement Target manages to show consumers just how their products can be implemented in everyday activities. Their commercials show creativity and innovative thoughts, and every consumer desires to be creative and/or innovative. It’s the purpose for which we shop. If consumers notice that Target owns these characteristics then shopping here may help them to achieve these characteristics for themselves.
To further encourage consumers to shop at Target, Target is going public with their efforts to be more eco friendly. This will definitely help add to Target’s consumer base due to the rising popularity of eco friendly products.