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    Creative Brief

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    Taylor Walker
    The document provides a creative brief for an Old Spice advertising campaign. It outlines the target audience as young active men who value masculinity. It also describes the brand's positioning of providing odor protection without a feminine scent. Competitors focus on functional benefits rather than emotional appeals. The brief recommends the Old Spice ads take a humorous but assertive tone, portray the product as manly, and create a feeling of inclusion for users through a charismatic spokesman.

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    Creative Brief

    Uploaded by

    Taylor Walker
    38 views1 page
    The document provides a creative brief for an Old Spice advertising campaign. It outlines the target audience as young active men who value masculinity. It also describes the brand's positioning of providing odor protection without a feminine scent. Competitors focus on functional benefits rather than emotional appeals. The brief recommends the Old Spice ads take a humorous but assertive tone, portray the product as manly, and create a feeling of inclusion for users through a charismatic spokesman.

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    The document provides a creative brief for an Old Spice advertising campaign. It outlines the target audience as young active men who value masculinity. It also describes the brand's positioning of providing odor protection without a feminine scent. Competitors focus on functional benefits rather than emotional appeals. The brief recommends the Old Spice ads take a humorous but assertive tone, portray the product as manly, and create a feeling of inclusion for users through a charismatic spokesman.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    38 views1 page

    Creative Brief

    Uploaded by

    Taylor Walker
    The document provides a creative brief for an Old Spice advertising campaign. It outlines the target audience as young active men who value masculinity. It also describes the brand's positioning of providing odor protection without a feminine scent. Competitors focus on functional benefits rather than emotional appeals. The brief recommends the Old Spice ads take a humorous but assertive tone, portray the product as manly, and create a feeling of inclusion for users through a charismatic spokesman.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    Taylor Walker

    Creative Brief: Old Spice – The Man Your Man Could Smell Like

    Target Audience

    Based on demographic and qualitative research, the most insightful characteristics of our target
    audience are as follows:
     They are active young men ages 18-35.
     They take pride and the attributes and activities that distinguish them as men.
     They care about looks and personal hygiene.
     They perceive body wash and certain scented toiletries to be too feminine.
     They enjoy viral internet videos and over the top humor.
     They identify with and admire “men’s men” like James Bond, Clint Eastwood and Steve
    McQueen.

    The most important or unique rational benefits and emotional attributes of our client’s product are:
     Provides long lasting odor protection without making you smell feminine.
     Old Spice Brand is male-centric and provides a sense of inclusion.

    Competitors

    Competitor’s ads focus largely on “streak free” deodorant and long lasting odor protection. Competitor’s
    ads are largely informational with little emotional appeal. Toiletries are products that men traditionally
    do not rally around or express much personal affiliation to so ads have typically tried to attract
    customers by featuring practical benefits rather than trying to build up brands with creative emotionally
    appealing advertising.

    Excecutional Considerations

     The message tone should be strong and assertive but humorous.


     The product should be portrayed as something that is associated with manliness.
     The product should be portrayed as a necessity for all men.
     The brand personality should be friendly and manly.

    Creative Strategy

     Create a distinct association between the product and manliness.


     The audience should be addressed directly by a spokesman who will entice users to be like him.
     The message should entice the audience to desire the attributes embodied by the spokesman.
     Highlight the importance of smelling good and being clean in a way that is humorous and
    enticing.
     The ads should create a feeling of inclusion for users of the product, a feeling which will entice
    new customers.

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