Creative Brief for Kashi Cereal
1
Creative Brief Assignments (60 pts each)
The goal of the Creative Brief Assignments is to give you practice distilling complex campaign ideas into simple, clear, and precise statements about how the campaign should move forward.
You will create two creative briefs, using a different format for each.
GUIDELINES:
Background
Your two creative briefs will correspond with the following products:
· Kashi Cereal (see D2L document)
· Lucky Charms (see D2L document)
Step One:
· Research your product, brand, competition, and target audience for each of your products.
Step Two:
· Complete the creative brief forms for each of your products.
· Include three to four sentences justifying your statements with each element of the brief—for example, explain how you arrived at the “Key Issue,” “Problem statement,” or “Promise,” such as “I chose ABC as the brand promise instead of XYZ because research showed that the target market buys the products for these reasons…” and so forth.
CRITERIA
Your assignment will be graded on a 60-point scale, with 120 points total.
The assignment will be evaluated according to the following criteria:
(A) Responses correspond appropriately to elements of the brief (20 pts).
(B) Strong rationale for each element of the brief (40 points).