Creative Brief

Creative Brief for Clearasil:

Date: October 28, 2008
Project: Clearasil sprinkles commercial/ad
Project Champion: Adrianna Wilkie

Background:
Success for this ad will be measured in the amount of sales of Clearasil Ultra, a product that is applied to the face that starts working instantly to clear up breakouts. We need to show the before and after effects of using the Clearasil Ultra product. By using Clearasil Ultra, you will have the confidence to get accomplish anything you felt you couldn't achieve before use because "Clearasil May Cause Confidence"

The Audience:
Our primary audience is young men and women starting out when they first see the signs of acne to mid-late twenties. Speaking to this audience requires up to date language and a display of a situation the target market can relate to. This market is looking for a product that works quickly and will make you feel better about your appearance since acne is a sensitive subject for most. The secondary audience is both the adults; late twenties and up, who still struggle with skin problems and also parents of the young adults who are looking for a product their child can relate to to help bring out their inner confidence.

Objectives:
For this project we are trying to get the point across to our consumers that Clearasil Ultra will clear up your acne, bring you new found confidence, and allow you to achieve something you may have thought you could not do before. Humor will be used to relate and position Clearasil Ultra in the minds of the young consumer.

The Message:
The absolute main point we want to get across to our consumers is that "Clearasil may cause Confidence". Which means, if you use our product as directed, your skin problems will disappear and acne will no longer hold you back from your goal.

The Medium:
We will show our ads on channels such as MTV and Noggin to best hit our desired target market of teens and young adults who may be struggling with acne problems. This is the best way to reach the specific audience since both Noggin and MTV are watched by teens and young adults and this market can definately relate to the other shows and commercials shown. This ad will coincide with the other "Clearasil may cause Confidence" ads shown on such channels. For example, this ad should be shown along with this ad:


Anything Else?:
The specifics of this ad should absolutely include before using the Clearasil product and after using the Clearasil product. You should be able to notice the transformation from not having confidence to being absolutely confident with yourself. This ad should be visually appealing to the consumer. Using an attractive male or female as the main focus for before and after using the product will help keep the audiences attention.

The Deadline:
This ad will air during comericial breaks for new episodes for very popular MTV shows such as 'The Hills' and popular Noggin shows such as 'Degrassi'. These shows are very popular with our target market and during this time frame will get to our audience the most.

Budget:
Clearasil is a very well known brand. We will spend a reasonable amout to get the perfect ad. We will use a top agency for absolute certainty our message will get through to our target audience. Our ad will be shown multiple times daily on said channels to get hit our maximum target market.

The Responsible Parties:
Advising Executives of Reckitt Benckiser Inc.