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Jim Beam wants to promote their barbecue sauce heavily for the upcoming summer. the budget is limited. They know consumers research outdoor cooking the most from April to August (nearly double compared to other months). How can we get jim beam BBQ sauce top of consumers minds during this time? How can the brand take part of the conversations about outdoor cooking / summer gatherings when consumers are talking about these most?
So the brand is Jim Beam, product is their BBQ sauce. There are three details for 1. Why do we need to do something? The problem, insight, and opportunity.
2. What should we do?
This is the objective, and what’s going to be the result.
3. Who is this FOR?
Be specific on the target audience. Focus on the FOR.
4. What is the role of the brand in their life?
5. What do we need them to think and do? Think, Do, Feel.
This is about the consumer’s rational responses, communication tasks, and Feel is like the benefit statement.
6. What do we need to communicate? The proposition.
This is more like what it is that Jim Bean BBQ sauce can provide and do uniquely for their consumer, and only Jim Beam BBQ sauce can do that. Focus of the only.
7. How do we need to communicate it? (The communication Strategy)
This is about the channel and tactics of the strategy for this creative brief.
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