Creative Brief
This creative brief is to be used to give information about the new cereal product, which is about to join the market. The name of the product is Butter Honey Burst Cheerios. The name depicts the nature of the cereal since it will have a combined flavor of butter and honey. The butter flavor will be artificial, but the honey flavor will be natural thus will make the consumer avoid using sugar while consuming it.
The target market of this product will be consumers who are conscious of price, quantity health issues, and promotions. This product will have all these qualities since its price will be neither too high nor too low, it will be packed in different sizes thus increasing its market and due to its nature, it will provide a non-dairy alternative for strict vegetarians and lactose intolerant individuals. Since this is a new product, its healthy nature is expected to accelerate its popularity with time because it satisfies the consumer’s needs. The consumers will, therefore, have a positive attitude and perception towards it.
The market is already flooded with cereals. However, the new product will have a competitive advantage because it has a new flavor of butter, which is made from non-animal products making it to be unique. The brand personality which should be expressed through its advertisement is its healthy nature, especially for vegetarians. We expect the product to be well established in the market, satisfy consumer needs, and meet the company revenue.
We expect the target market to try our products. This will be boosted by the use of coupons and promotions in busy stores to ensure recognition of the product by the consumers. The package of the cereal will have its name, the logo of General Mills, a slogan saying “Dairy-free butter for vegans” with a sunflower, which is the universal symbol for vegans.
