Draft: Creative Brief #ALA102

This is a rough draft of #ALA102 Creative Brief for Avozilla.

Background:

Avozilla is an avocado with many times the size of regular avocado. The market for Avozilla is not huge, mainly because of people’s uncertainty about its taste. Australian scores quite hughly in uncertainty avoidance (Hofstede Insights n.d, n.p) and that is one of the reasons why the product is not thriving. Moreover, the size of the fruit is also a disadvantage because the chance for an individual to purchase is small. The specific target public will be families with children.

Objectives:

Objectives suitable for this product is perception, cognition, and affection. Perception is used first to raise awareness through online platforms and to familiarise people with the term avozilla. After that, cognition will follow to give detailed information about the benefits of avozilla. Lastly, affection will be final step because associating avozilla to something relatable and relevant can be a big help of marketing it.

Target Public:

The specific target public who are likely stay loyal to the brand is families with children, Avocado is not a fruit to last longer than a week, and in avozilla’s case, the size can be a huge disadvantage. For families, avozilla is the right size to feed the whole family for a week.

Proposition:

“Buy huge, achieve huge”

Substansiation:

The target public will support the proposition because according to Hofstede Insights (n.d, n.p) Australian is quite the ‘masculine’ country. It means that they like competition and being at the top.

Tone of Voice:

To appea to families (not just the parents but the children as well), the tone of voice shoud be funny and confident. As a brand that promotes size, avozilla should show confidence and power, or the ‘hero’ archetype (Sparkol 2015, n.p). At the same time, the brand should also be lighthearted and funny to appeal to the childish side of the target audience.

Media Requirements:

Nowadays, the strongest advertisers are people in social media. The best media to promote the uniqueness of the product is by social media. Moreover, medias like TikTok and Instagram can promote the visual of avozilla as well as making a challenge to share the product to the world.

Mandatories:

One of the mandatories should be logo. Then, as the target public is maily families, a brief information about nutrition should be included.

References:

Burtenshaw, K, Mahon, N & Barfoot, C 2011, The Fundamentals of Creative Advertising, AVA Publishing, Lausanne, Switzerland, Chapter 2, pp.80–84.

Hofstede Insights n.d., ‘National Culture’, Hofstede Insights, retrieved 12 March 2020, <https://www.hofstede-insights.com/models/national-culture/>.

Moriarty, S, Mitchell, N, Wells, W, Crawford, R, Brennan, L & Spence-Stone, R 2014, Advertising Principles and Practice, 3rd edition, Pearson, Melbourne, Chapter 13, pp.430–440.