In the end I chose to look at the Fem Fresh brief.
- What is the problem?
Women are not taking the appropriate care of their intimate areas because they associate the brand with a negative subject.
- What is the brief asking you to do?
Convince younger women that fem fresh should not be seen as embarrassing but included in their daily routine.
- What is the brief trying to achieve?
Reach a younger target audience
- Who will benefit?
Primarily it will benefit the brand Fem Fresh financially but there is a strong health and wellbeing aspect to the brand which would benefit the target audience significantly.
- What is the message?
Fem Fresh is not embarrassing but necessary
- Who is the audience?
Women aged 18-24
- How will the message be delivered?
A visual campaign of my choosing
- Can you foresee any problems with this? or specifically how the message will be delivered?
It might be hard to convince women that the brand is necessary when it has been marketed in the past to be for pregnant and menopausal women. The negative associations will be hard to combat.
- Why have I chosen the brief?
I think that I could produce something which will challenge the target audiences perception of the brand and hopefully change their minds about using the product
- What do I want to get out of it?
I would like to achieve the brief and encourage women to take necessary care of their intimate areas without embarrassment.
- What do I want to make/produce/do in response to the brief?
A visual campaign both still and video based advertising which shocks the target audience in an embarrassing way which also combats their embarrassment and allows them to talk freely about using the product.
- What do I NEED to make/produce/do in response to the brief?
A campaign aimed at women ages 18-24 which will convince them to use Fem Fresh.
A few initial ideas for the brief
Leave your comment