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BE 28 Master Creative Brief: Example

Overview

In this document, you find an example of template to help you understand how to develop a Master Creative Brief.

Example

Document Description

Brand/Extension: OCSB
Business Unit: Oral Care
Geography: Global
Prepared By: AAA
Date: MM/DD/YYYY
Approved By: BBB
Date: MM/DD/YYYY

Brand Vision Statement

Input from your Brand Vision Strategy document (if available). If not available, identify the current strategic direction for your brand and provide that as the Brand Vision statement here. See Brand Vision Strategy: Guide for how to write Brand Vision statements.

OCSB will expand into and/or initiate new areas of profitable growth in Oral Care by leveraging new, globally-relevant insights into how our consumers view oral care as contributing to self-image and confidence

Brand Promise

Input from your Brand Vision Strategy document (if available). If not available, take the benefit statement from your Brand Positioning document.

Enhanced self-image through bright healthy smiles.

Support for the Brand Promise

Input from your Brand Vision Strategy document (if available). If not available, take the reason-why statement from your Brand Positioning document.

OCSB will introduce gum-firming and germ-fighting variants that will prevent gum disease and therefore deliver healthier-looking gums.

Target Audience

Input from your Brand Vision Strategy document (if available). If not available, take the Target Group statement from your Brand Positioning document.

  • Demographics: F/M 18-54 with HH income >40% of country average in North America, Western and Eastern Europe, South Asia, MEAGE (Middle East, Africa and General Export) markets.
  • Behavior: Heavy users (defined as past 1 Month purchasers of two or more oral care products). Shoppers in hypermarkets, supermarket and drug channels.
  • Psychographics: Consumers who believe that their oral health, and its visibility, will have a direct impact on their overall well-being. They see oral care as a key ingredient in their beauty regimen and relate white smiles to health.

Key Consumer Insights

Input from your Brand Vision Strategy document (if available). If not available, identify the key consumer knowledge and insights used in the creation of your Brand Positioning document.

Even in developing markets, the influence of Western media has contributed to the consumer belief that healthy-looking teeth are a signal of personal success, above clothes and jewelry. Consumers in such markets are therefore prepared to spend an above-average proportion of their income on such enhancements

Competitive Framework

Input from your Brand Vision Strategy document (if available). If not available, take the competitive framework from your Brand Positioning document.
OCSB is the brand of oral care/beauty brand that competes with Colfresh, Freshodent and many local-market competitors. Versus Key Competitors:

Competitor Cofresh

Brand Vision: (assumed) Always be the budget-minded family’s choice for value in oral care

How our Brand (Oral Care Super Brand) will differentiate itself from this Competitor:

Differentiating elements v Colfresh: 1) Different Consumer Target: We are not seeking the budget-minded consumer. OCSB products in most markets have a 25% price premium over Colfresh and private-label / local brands. 2) Different Brand Promise: We are targeting consumers who connect oral care health with self-esteem, who are prepared to pay a premium for certainty in oral health, and believe OCSB can deliver on the promise.

Competitor Freshodent
Brand Vision: Drive our business by responding to the consumer need for healthy teeth and freshness of breath, delivering a constant stream of new flavors and innovations that keep us top of mind with our consumers.

How our Brand (Oral Care Super Brand) will differentiate itself from this Competitor:

Differentiating elements v Freshodent: 1) Different Brand Promise: We are targeting consumers who connect oral care health with self-esteem, who are prepared to pay a premium for certainty in oral health, and believe OCSB can deliver on the promise. Freshodent focuses on functional benefits (fresh breath) in the delivery of its message 2)

OCSB brand character is serious, respected, and professional, versus the more whimsical character of Freshodent. Consumers find Freshodent advertising amusing, and recall of their strategic benefit is relatively high, but credibility is low. 3) Freshodent does not have the convincing reasons-to-believe for healthy teeth.

Brand Character

Input from your Brand Vision Strategy document (if available). If not available, take the Brand Character statement from your Brand Positioning document.

Knowledgeable, professional and expert.

Target Consumer Influence

For the target audience of heavy users:

From To
What we want them to do?
(The call to action e.g. try the new brand.)		 Using a wide range of brands to meet their oral care needs. Using the OCSB portfolio of products to meet their oral care needs.
What we want them to believe?
(The shift in rational beliefs required for desired behavior.)		 OCSB is a good cavity-fighting toothpaste but insufficient for meeting all my oral care needs. Only OCSB has the entire set of products that are design to meet all my oral health and beauty needs.
What we want them to feel?
(The shift in emotional state required for desired behavior.)		 Concerned, fearful of oral health and conscious of oral appearance. Self-confident and proud of using the best set of products for getting the best oral health and beauty.

Mandatory for Execution

Determine with the help of your agencies the key brand properties that must be shown in every execution. These usually include logos, signature visuals and iconic elements but can also be colors, type of talent that should be used, music, and other tonal elements.

OCSB “Bright Burst” and logo Tagline: "Making Smiles Everyday."

Product Claims

Provide the list of official, legally approved, product claims that can be used in execution and communication elements. Regional and/or market-level differences in claims should be pointed out.

The legally approved product claims are:

  • Get brighter smiles in 14 days
  • 30% brighter smiles
  • Better cavity protection
    		•

    Key Geographies for the Brand (or Product)

    Identify the 10-15 core markets for your brand. This will assist in ensuring cultural considerations are taken into account in visuals and copy.

    US, Canada, UK, France, Germany, Iberia, Japan, Australia, China, India, Brazil and Argentina.
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