Glass(Group Project)
Creative Brief
Client: Glass
Brad, Aly, Alice
Objective:
To entice millennials to purchase glass packaging
To increase sales of glass among millennials
Benefits of the product/organization :
The benefits of glass are that it holds a premium image and is seen by consumers has a higher value packaging. Since the new trend in today’s world is the use of plastic bottles and packaging, glass has a retro/vintage style to it. Unlike plastic, glass is environmentally friendly and reduces pollution through recycling. The final benefit is that glass packaging is known to have a better taste than plastic or aluminum.
Target Audience
Millennials – Youthful Pursuits, Indie Dreamers
Men and women 20 -34. These individuals are environmentally friendly but will not act on it unless they are personally affected by the environmental issue. They prefer higher quality products and are willing to spend extra money for the “experience”.
Competitor Analysis
Plastic is a competitor of glass. Plastic is cheap, lightweight but durable and has a universal use. Plastic is very popular around the world. The problems with plastic is that it contains harmful chemicals and it pollutes the world as it does not decompose.
Brand Personality:
The brand personality is a relaxed sophistication.
Brand Positioning
The brand positioning is a premium, high-quality product that will serve almost all your needs.
Brand Perception:
heavy
fragile
expensive
Tone
The tone is free-spirited and relaxed sophistication that is relatable to the audience.
Message:
Better Packaging, Better Taste
Better for the world with much less waste
Support/Evidence:
http://www.cmo.com/articles/2013/6/6/marketing_to_millenn.html
Glass Commercial
Glass GIF
30 Second Radio AD Script
