Megan Smock Creative Communications Section 050
Creative Brief for Clorox Bleach
Why are we advertising?
To expand Clorox Bleach beyond their typical target market of stay-at-home moms. We believe that Clorox Bleach is a well-known brand, but is not taking full advantage of their consumer market. The future of Clorox Bleach is young adults.
Who are we competing with?
Our primary competitors are Proctor & Gamble and Colgate-Palmolive. Proctor & Gamble is our top competitor becauseof their products Cheer, Tide, and Gain. ColgatePalmolive is also a primary competitor becauseof their cleaning products Ajax and Palmolive. The secondary competitors are Kimberly-Clark, Kraft Foods, Unilever NV, and Reckitt Benckiser. The products Clorox competes with are trash bags, salad dressing, charcoal, and STP auto care products. Theseare not in direct competition with Clorox Bleach.
Whom are we talking to?
Our target audience is college students, ages18 to 23, who are infrequent users of Clorox Bleach. This consumer group is considered Experiencers, according to VALS2. They are motivated by self-expression. They seek excitement and live for the moment. They are carefree with most aspects of life, but are conscious of money and are frugal with their spending. They aren’t aware of the simplicity and effectivenessof bleach as a cleaning product, but would be appreciative of an easy alternative to cleaning.
What do they currently think?
The thoughts associated with Clorox Bleach for college students are “that’s what my mom uses.” They believe that Clorox Bleach is what their mothers and grandmothers use to keep the home spotless. Buying Clorox Bleach would not cross their minds unless they were with their moms.
Megan Smock Creative Communications Section 050 What would we like them to think?
Not only is Clorox Bleach cheap and easy to use, it has stood the test of time. Generation after generation has used Clorox Bleach, so it must be the best. The simple formula lets me know it doesn’t need any additives to give me the strongest product. It’s simple, it’s strong, it’s Clorox Bleach.
What is the single most persuasive idea we can convey?
Every other cleaning product isn’t as effective or worth the money. College lifestyle can get a bit messy. Clorox Bleach can provide that REALLYclean result after a long night.
Why should they believe it?
Clorox Bleach is simple. It’s cheap. It’s powerful.
What tone is the advertising going to portray?
The advertising for Clorox Bleach should embody a college student. It should be fun, but serious when it matters. It will be relatable. Clorox Bleach should be seen as a problem solver. A student should see the ad and think, “Been there.” For all of life’s messes,whether it’s cleaning the house post party or making it spotless for when mom comes to visit, Clorox Bleach will be there.
Megan Smock Creative Communications Section 050
Sources
"Household - Cleaning Products | Clorox." Clorox速Cleaning Products - Cleaner HomesStart With Clorox. Web. 9 Sept. 2010. <http://www.clorox.com/products>.
Merrill Lynch. "Stock:Clorox Company (CLX)." Wikinvest - Investing Simplified. Web. 9 Sept. 2010. <http://www.wikinvest.com/stock/Clorox_Company_(CLX)>. "VALS-2 Segment Characteristics." University of Minnesota Duluth WelcomesYou. Web. 12 Sept. 2010. <http://www.d.umn.edu/~rvaidyan/mktg4731/vals2tbl.htm>.