NB: This campaign is a fun execution only. The implementation of it feasible due the fact that all the actors featured (and the brands used) would require a cut. Therefore, if used for advertising purposes, these would have to be re-made with fictional characters from fictional 'tough guy' movies.
What is the problem that the advertising needs to solve?
Many have the perception that pudding cups are just for kids
Whose heads and hearts are we trying to win?
Men between the ages of 25-45, working in various trades, maybe a few in other industries,
who have an individual income between $45,000 and $85,000, living in suburban areas.
What do know about them, their lives and their unmet needs?
Our targets are the men that either do the primary grocery shopping in the household or share
the responsibility. (25% to 30% are primary shoppers). They believe household chores and to do
lists are a 50/50 job between him and his significant other. (3/4 of men actually want to help)
These are hard working men who enjoy a little relaxation on the weekend but are generally
seen taking care of the up keep of their homes and actually enjoying it. They are the kind of men
who enjoy watching hockey and football but can also enjoy a good primetime show.
Our target are secret lovers of juice boxes and other stuff of the type, but would not get caught
eating them because of the perception that it is mostly for children.
What do we want them to think, feel, or do as a result of our advertising?
We want them to change their current perception of the product and to feel it is more man
friendly as well making it easy for them to be able to eat one and not be ashamed.
What is the one thing we can say to achieve this?
Treating yourself to a Snack Pack pudding cup doesnʼt make you any less of a man
What gives our brand the right to claim the one thing we want to say?
Snack Pack pudding cups are actually a great snack for any age group; it has no age