Marisol Hurtado Danny Diaz Bailey Simms GWDA305A Art Direction
Table of Contents Creative Brief
3
Mood Board
4
Concept
5
Abrreviated Standards Guide
6
Marketing Strategy
7
Deliverables
9
2
Creative Brief Project Summary: With Yasai, we wanted to ensure a healthy future for every child. Our product would focus on promoting a nutritious, yet delicious cereal for kids to enjoy without the squirmy faces. By combining fun, visual elements inspired by Japanese art, our cereal would invite moms and kids to discover a new way to eat. Objective: The objective of this campaign is to introduce our audience to Yasai puffs and drive it to become the go-to cereal for health conscious moms and their toddlers. Focus: Our focus is to drive the importance of nutritious eating from a young age. Target Audience: Yasai Puffs will target moms who have children aged 2 to 5 years old. The age demographic of the mothers is 26 to 38, who live in or around the outskirts of San Diego, California. Mothers in this age group and city are often very health conscious and active. San Diego was ranked the 14th most active city in the United States by the Travel Channel. We know that alongside physical activity, a clean, organic focused diet helps in maintaining a healthy weight and body frame. Families living in this locale will typically be found at the beach, playing at the park, surfing/boogie boarding, skating/skateboarding, and enjoying other outdoor activities such as fishing and kayaking. In this regard, healthy foods are most consumed by our target demographic, making our cereal a great option for parents and their toddlers. We will be targeting mothers who earn an average of $63,000 a year.
3
Mood Board
4
Concept
Our concept began in a far off land, Japan. We wanted to conceptualize something unique and fun that American audiences would not only understand, but would gravitate towards. We wanted to use eye-catching colors that kids would get excited about, as well as a mascot that would be the voice of our brand. With Yasai, which translates to “vegetable� in Japanese, we wanted to bring the healthy driven lifestyle that is so closely adhered to in Japan, with some room for fun.
Yuki the Red Panda
5
Abbreviated Standards Guide Font Families: For our body copy we used a font called “Calluna Sans�, a sans serif font that we felt was still fun enough for our child consumers to appreciate. It is easy to read and goes well with our quirky logo design. Color Palette: For our color palette, we wanted to take a playful and bright route for our child consumers to enjoy. We used a lot of bright pinks, oranges, purples, all of which we chose for their eye catching abilities.
6
Marketing Strategy Unique Selling Proposition (USP) Yasai Puffs will be packaged in a small, convenient package design allowing mothers and families an on- thego nutritional option for their toddlers. The cereal is also made wholly of organic fruits and vegetables, which provides a change from the typical sugar loaded options available on the market today. Price and Positioning Strategy Our cereal packs will be sold in quantities of eight (8) at a retail value of $9.00. They will be sold at grocery stores such as Whole Foods, Vons/Pavilions, and Ralphs. Because the cereal will be sold at these markets that fit our target demographic, our value packs are more expensive in comparison to a Kellogg’s value pack of 8 that retails at $3.13 at Walmart. We want the quality of our cereal to be reflective of our price strategy and be seen as the premier brand for toddler cereal. Distribution Plan Our plan of distribution is to solely sell at high end grocery retailers. Our website will allow curious customers to find the nearest retail center in their area in order to purchase our cereal. Offers During initial release, we will offer a discount coupon that will mailed to family homes in our target location. The coupon will discount a single purchase by 20%. Marketing Materials Our marketing materials will include a website, a point of sale poster, specially designed cereal “toy� boxes, and print advertisements in magazines such as Parenting, Parents, and Good Housekeeping. 7
Promotions Strategy Our promotions strategy will encompass all marketing materials mentioned above (offers + materials) and will also include a guerilla-style advertising scheme in order to bring awareness to our product by both mothers and toddlers. Our guerilla advertising campaign will be comprised of a talking, red panda/mascot named Yuki. He will be made of waterproof and weather proof material and will be playfully located at several San Diego parks. Our concept is to have Yuki doing different things at each park, such as hanging off a monkey bar, or playing near the sandbox at another park. Parks we will be including are: • • • •
8
Cottonwood Creek Park Kit Carson Park Webb Park Kellogg Park
Deliverables
Logo
9
Landing Page 10
Instagram Post 11
Guerilla Marketing 12
Package Design 13
Double Truck Magazine Ad 14
Point of Purchase 15
Coupons 16
Product Photo 17