Creative Brief for Cobra 1. WHY ARE WE ADVERTISING? 1.1. To get pub goers to drink Cobra: 1.1.1. We asked regular pub goers if they were familiar with Cobra Beer, they were. When we asked them if they drank Cobra in the pub their response was no and were almost surprised we asked them such a simple question.
5. EXECUTIONAL GUIDELINES 5.1. DOs 5.1.1. Show a fresh take on Indian culture and what it holds. 5.1.2. Create ‘Ruby Murray’ Nights in the pubs to engage men to drink cobra. 5.2. DON’Ts
1.1.2. It’s a fact that Cobra is synonymous with curries and curry houses but it is less known that Cobra can be enjoyed in the pub. In fact most pubs already hold curry nights to take advantage of. 2. WHO ARE WE TALKING TO? 2.1. We are talking to men who have an acute sense of hierarchy and want to be talked to, not talked at. They don’t see the harm in a joke and that can occasionally get them into trouble. They work a 9-5 job that involves manual labour. They enjoy a drink at the end of their shift and feel life is about enjoying the small pleasures. 3. WHAT ARE WE SAYING? 3.1. Cobra.The Indian Ambassador. 4. HOW ARE WE SAYING IT? 4.1. Our tone of voice will be one of confidence, tradition and pride. 4.2. Think how a relaxed Amir Khan would talk in a pub.
Yinka, Matthew, Adnan & Sulaiman
5.2.1. Do not exploit Indian stereotypes. 5.2.2. Do not alienate Indian culture. 6. MANDATORIES 6.1. Express concepts that can be delivered in different mediums (BTL&ATL). 6.2. Explain what is so special about Cobra Beer and the Background it comes from. 7. IDEAS / SUGGESTIONS 7.1. Take a look at Motherland magazine http://www.motherlandmagazine.com 7.2. Listen to Rani Taj - http://youtu.be/eWQ2yh9UCM
Create a integrate campaign that builds on Cravendale’s successful TV advert campaign whilst reaffirming Cravendale milk as a healthy option within a healthy lifestyle.
With the Olympics coming around the corner, being healthy is going to be on everyone’s mind. This is the perfect opportunity for Cravendale to really grab people’s attention. Stage one 2011: get into the local and unconventional routes and start to position Cravendale within a healthy lifestyle Stage two 2012: Conventional methods of advertising that reaffirm Cravendale position.
Tone of voice:
Light humored, positive and informative.
Everyone buys milk but particular focus should be placed on ABC1 Young mums, Students and Young professional between the ages of 20-‐ 40. These are groups of people who are image conscious and are more partial to choosing a healthier lifestyle for themselves and people around them.
Cravendale’s USP must be included in the concept. The message should be advertised broad. Avoid the TV medium (too costly) but should be building on the success of brand personality portrayed in the TV adverts. Don’t be afraid to get in the local roots and spread nationally. Focus on attaching cravendale to a healthy lifestyle option.
Budget: Aprox 4million. Background: Cravendale are Market leaders in the branded milk sector. They are part of Arla Company. The USP is that it’s milk is triple filtered which means there is less bacteria and that means it lasts longer, in fact up to 11 days if unopened in the fridge.