Creative Brief
Transcript: Angeles City Target: "Generation Y" Working professionals who earn above the minimum wage, ages 20-34 specifically those in the BPO and communication industry. Due to fact that this idea is new, we need this younger generation to start such movement and influence the generation that will follow them. This set of generation too are more open to innovations. Chiclets has discontinued its distribution in the Philippines. Younger generations lack awareness of the said product. Overcome the previous perception of it being dangerous to kids due to it being swallowed. Be able to stand out in the gum market. Why the people of Angeles City? Advertising Objective: Chiclets ad will be easy on the eyes and offer a sense of freshness in it's packaging. Focus will be on it as a throat soothing product targeting call center agents. Chiclets for Children will be lively, colorful and dynamic but warnings to it as a gum not to be swallowed must remain present as a safety precaution. Geographic Demographic Chiclets Principal Competition: Key Fact Reason Why: GOAL! The improvement in the economy of Angeles was said to have been triggered by the transformation of the U.S. base into Clark Freeport Zone, where the Clark International Airport is located. Angeles City is home to an emerging technology industry. Call centers present are e-Telecare, CyberCity, Sutherland and IRMC, plus other American IT industries are major employers as well. Why? Lifestlye Chiclets (Throat Soothing) New Creative Brief Cross Cultural Consumer Characterization Old Who exactly in Angeles City? Mandatories: Social Class (http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation.php) Market Segmentation Wrigley's Bubblegums specifically Orbit. Psychographic Sub-objective Chiclets are an old time nostalgic chewing gum, the original candy coated gum. Each piece of gum is bursting with a long lasting cool minty flavor that will give you hours of chewing. Peppermint Chiclets were the first flavor available in the Chiclets line of chewing gum and was introduced to America in 1906. The product offers various range of flavors that is aimed to freshen breath, strengthen and clean teeth and satisfy cravings. (http://www.amazon.com/Cadbury-Adams-Chiclets-Peppermint-20Packs/dp/B000P16ZS0) Achieve product visibility and awareness in local stores and make a trademark in the consumers mind upon the reintroduction of Chiclets as just more than the gum they knew before and that it is a must try, must have. Destination: Pampanga Behavioural 1. Occasions- Target will be on those who would buy the said product when in need and would buy an extra pack. 2. Benefits Sought- With the product that serves both as a stress reliever and throat soothing, it's evident that the target for this would be those who find multi functional products more efficient. 3. Usage Rate - Medium 4. User Status - Potential and First time users. 5. Loyalty Status - Soft Core Loyals and Switchers. Being the first of its kind, soft core loyals would be a good option as they would not demand much from the product as those Hard Core Loyals. PAMPANGA Chiclets for Children will offer a variety of explosive flavored gum filled with real fruit flavors that lasts long and freshens breath. The new Chiclets will serve as a throat demulcent and expectorant. Clearing and soothing throat and nasal passages. It will be a gum known to the public as the gum for people with "laway ang puhunan"/ people who work in the field of communication including call center agents, marketing agents, teachers, singers, reporters, and etc. Not only does it soothe the throat, chewing Chiclets also helps in relieving stress. Last is that it will be used by those who tend to deter smoking and channel that urge to a rather healthier option. Problems the Advertising Must Solve: Reason: Angeles City ranked 15th in a survey by MoneySense Magazine as one of the "Best Places to Live in the Philippines" in its March–April 2008 issue. In August 2007, the greater metropolitan area centered around Angeles, called Metro Angeles, which includes San Fernando, Mabalacat, Porac, and Bacolor, was also mentioned as one of the 12 Metropolitan Areas in the Philippines by the National Economic and Development Authority (NEDA) and named as one of the six region-based metropolitan areas with relatively high GDP rates, with Metro Angeles garnering 8.5%. (http://en.wikipedia.org/wiki/Angeles,_Philippines) Why Pampanga? More than just the nostalgic Chiclets peppermint flavor, Chiclets new bubblegum flavors will last longer and a new twist that will surely change how the way you look at Chiclets bubblegum. Mentos Gum The Brand Creative Strategy: With a growing economy in trade both national and international. Pampanga serves as a good platform for catering a niche market with a future plan of expanding. Chiclets for Children: Where exactly in Pampanga?
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