Megan Smock Creative Communications Section 050
Creative Brief for Clorox Bleach
Why are we advertising?
To expand Clorox Bleach beyond their typical target market of stay-at-home moms. We believe that Clorox Bleach is a well-known brand, but is not taking full advantage of their consumer market. The future of Clorox Bleach is young adults.
Who are we competing with?
Our primary competitors are Proctor & Gamble and Colgate-Palmolive. Proctor & Gamble is our top competitor becauseof their products Cheer, Tide, and Gain. ColgatePalmolive is also a primary competitor becauseof their cleaning products Ajax and Palmolive. The secondary competitors are Kimberly-Clark, Kraft Foods, Unilever NV, and Reckitt Benckiser. The products Clorox competes with are trash bags, salad dressing, charcoal, and STP auto care products. Theseare not in direct competition with Clorox Bleach.
Whom are we talking to?
Our target audience is college students, ages18 to 23, who are infrequent users of Clorox Bleach. This consumer group is considered Experiencers, according to VALS2. They are motivated by self-expression. They seek excitement and live for the moment. They are carefree with most aspects of life, but are conscious of money and are frugal with their spending. They aren’t aware of the simplicity and effectivenessof bleach as a cleaning product, but would be appreciative of an easy alternative to cleaning.
What do they currently think?
The thoughts associated with Clorox Bleach for college students are “that’s what my mom uses.” They believe that Clorox Bleach is what their mothers and grandmothers use to keep the home spotless. Buying Clorox Bleach would not cross their minds unless they were with their moms.