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