Blog 8: Cha-cha-Charmin

          

 In chapter five, The Fisherman’s Guide: the Importance of Creative Briefing, Steel describes thoroughly each question presented in the creative brief and the importance of the brief in developing advertising. In chapter nine, Bruce discusses the four basic questions of the brief and how each one relates to the whole brief regardless of the format.   

            A side-note in chapter nine of The Copy Workshop Workbook explains the process of developing the “Got Milk?” campaign by Goodby Silverstein & Partners, which Steel had previously mentioned in his book. I noticed that both mentioned that developing this campaign went from simply stating the obvious to applying it to the consumer’s life. With the principal that some items are obtain more value when we run out of them I decided to create a creative brief for Charmin Tissue Paper.

Creative Brief:                    

Why are we advertising? What do we want people to do as a result of advertising?

            Although Charmin owns about the same market share as its competitors, its share constantly varies since the toilet paper category is highly influenced by couponing and switching between brands is a common practice. With this campaign Charmin attempts to build brand loyalty among its consumers. We want the target audience to choose Charmin over any other brand.

 Who are we talking to?

The primary target audience for Charmin is males and females, ages 20-45 living in suburban and urban areas. This typical buyer is a mother of two elementary-aged children, works part-time, and is on the go. She wants the best for her family and looks for the items within her budget. This buyer is looking at the toilet market to provide her with a long-lasting, soft tissue paper for her family.

What is the key response we want from the advertising?

Get the target audience to think of Charmin when they think of long-lasting, soft toilet paper.

What info might help produce this response?

            Give them information about other consumers utilizing the product and how long-lasting it is.        

                                            

What aspect of the Brand Personality should the advertising express?

  Charmin’s personality is durable, confident, comforting, efficient and strong.  

                                                                                       

What is the key insight?

                                                                                                   

Charmin gives you the durability and comfort your family needs.