Creative Brief
Brand: Metamucil/Procter & Gamble
Why are we advertising?
To convince women (35-54) that fiber is important for everyday health, Metamucil is the best source.
Who else is getting our money?
• Benefiber
• Citrucel
• Fiber Choice
• Fiber One
• Fruit
Who are we talking to?
Women 35-54, Household Income $50,000-$60,000
What do we know about them?
These women live busy, active lifestyles. Their lives revolve around family, work, and a heavily planned schedule. They drive SUVs, shop in bulk at Costco, and live on Pinterest. These women have survived the busy soccer mom ages and are on their way to sending their kids off to college. With a soon-to-be empty nest, she strives to be more active and have more date nights with her husband.
What do they currently think?
Metamucil isn’t something I use every day. I only use it if I have “an issue” (e.g., constipation.)
What would we like them to think?
If I buy Metamucil and use it daily, my health is one less thing to worry about.
Why should they believe it?
• Gives you the fiber you need to be healthy.
• Easy to use with multiple benefits (e.g., helps you feel less hungry between meals.)
• Helps with digestive health.
• Lowers cholesterol and blood sugar levels and helps prevent diabetes (though you should consult your doctor if taking Metamucil for these reasons.)
What is the single most persuasive idea we can convey?
UNASHAMED
Are there any creative guidelines?
Assignment —> Out of Home – Series of 3 billboard drawings, 1-month social media calendar
Mandatories —> Product/logo
Manifesto
