Creative Brief for Cuties

A group in one of my classes had to come up with a creative brief for the company Cuties.  Cuties is a small clementine product with a few core benefits.  First, its claim to fame its simplicity to peel. Also, because of its simplicity it is perceived to be an easy ont he go product.  One of our objectives was to uncover customer insights as well as current non customer insights.  We also had to do basic research to see what the company holds true to themselves and uncover past marketing campaigns and how they were executed.

As we studied past commercials we noticed that all the old commercials we found had the message "Kids love Cuties because Cuties are made for kids."  So we knew right off the bat Cuties tries to appeal to this kids market but while attracting the younger market with these commercials we also believe they were trying to reach to the moms by saying "kids love Cuties."  Meaning that we always know moms want to make their kids happy, and whats a better way to do that then buying them the snacks they love. 

So after doing some prelimary research an uncovering some customers insights this is what we came up with:
-the target market for the creative brief should be kids and their mothers
-the target market for kids should be the trend setting kids, that are actively involved with extracirriculars and are thought of as the leaders of their class
-an insight is that kids are always on the move and want a snack to accommodate that life style, without
-Cuties offers a healthy alternative snack that won't stop kids from being kids
-Kids help the purchasing decision in snack shopping but the mothers are the ultimate purchasers.

These insights and ideas helped with preparing the direction we thought Cuties needs to take their next campaign.  We came up with a target market of "Alex" who is a 4th grade popular boy who sets trends and leads his class mates.  He might be a goof off at times, but he is a nice kid with a bright future.  He is actively involved in sports and after school activities.  We thought this was the best target market for a commercial because if they can land these influencers, you can ultimately attract the followers.    Some of the things we wanted Cuties to unveil in the advertisment creation process we some ideas we saw the advertisment playing out. 

For example, after the advertisement we want the kids to seek out the Cuties.  We can all remember when we were kids and accompanied mom to the grocery store visit.  At some point we would wonder off to grab our favorite snack, then sneak it back into the cart without mom seeing.  For me, it was Goldfish, I loved them.  I would go and run off, get the biggest Goldfish carton I could possibly carry and throw it in the cart while my mom was looking away.  We want kids to run away from mom and come back with Cuties.  That single minded proposition of "I need Cuties when I go to the grocery store, because I know that's what my kids want most," is what needs to change to make Cuties a successful clementine company.