Creative Brief

Topics: Coca-Cola, Drink, Adolescence Pages: 2 (407 words) Published: March 7, 2011
Creative Brief
Marketing objective
Is to increase the consumption of milk among the teenage group so that they would drink less sugary and carbonated drinks that would harm their health .

The Product
Milk is by far the healthiest beverage after water . Milk helps to strengthen the bones and the teeth . Milk drinking drops off sharply in the teenage years because it is considered to be uncool and most of teenagers are worried about the calories and fat . Part of it has to do with the lack of flavours and the packaging being dull . This is what we found out about the product we decided to help , which is HL Milk by Marigold .

Target Audience
Our target audience would be males and females aged from 16 to 25 years old .Milk is a beverage that every parent would tell their kids to drink as children , though most of them still drink milk for breakfast but they still choose to drink other drinks like coke , pepsi or ribena .Milk has become less relevant to their lifestyles . They think milk doesn’t go well with foods like Mcd , Pizza and KFC . Why they choose soft drinks is because the soft drinks are exciting , versatile and its an acceptable alternative to milk .

Promise and support
Todays milk can help the teenagers become strong and dynamic . Looking at the hectic schedule teenagers have these days ,it is recommended to drink milk to help them feel fresh and energized the whole day . Support

Milk has the nutrition the body needs to look and feel dynamic. Today most teenage athletes and famous teen celebrities drink milk . Ice –cold milk taste great especially with HL Milk`s 3 new taste which are peach , coffee and mango . It has a more refreshing taste to it . Not to heavy nor to creamy . Its light and smooth . Brand personality

The personality now of HL Milk is dull and there isn’t any attractive colours that would attract a consumer to get it . Some consumers especially teenagers look at the packaging before purchasing...
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