California Milk Processor Board
Chocolate Milk Advertisement
Chocolate Milk Advertisement
In order to learn how to develop a concept for an advertisement for a class assignment, we were asked to develop a strategy and a magazine print advertisement for the California Milk Processor Board. The product being promoted was chocolate milk.
Magazine Print Advertisement
Advertising Creative Brief
Client:California Milk Processor Board
Description:Chocolate Milk
Developedby: California Milk Processor Board
Objective:increase chocolate milk sales in all age groups
Media:4-color, full page print advertisement in general audience magazine
TargetAudience: everyone (all ages, genders, races, etc.)
What is theCompetitive Environment: People in this target tend to purchase other typesof drinks including shakes, soymilk, juice, and water.
What is theAccepted Customer Belief: Chocolate milk is an unhealthy drink for kidsthat is high in corn syrup, yet is also used as a recovery drink after workoutsand exercise. Although it is more expensive, it is perceived as a taste-goodtreat used to give comfort.
What do weWant Belief to be after Exposure to the Message: Chocolate milk has morehealth and social benefits to all age groups than other drinks.
PrimaryCustomer Benefit: This deliciously yummy drink is a feel-good product,offers not only the health benefits of meeting the daily dairy requirement andhigh levels of calcium per serving size but also makes you feel like you wereyoung again. This product can be used as a reward after a long, hard day or canbe used for fun and comfort.
What arethe Key Points that must be Communicated: Chocolate milk can be drank bypeople of all ages and races, bringing them together to celebrate health,deliciousness, and community.
WhatInformation is Available to Support each Key Point: primary and secondaryresearch, focus groups, online conversations and research about product use
What is theTonality of the Message: The tone of this advertisement is to convey thefun and unity that chocolate milk can bring to a group of people. It will usefun, humor, and unity to convey this message.
What arethe Mandatory Considerations: Creative brief, logo, call to action, 7.5” x10”, full color, full-page print
What do wewant people to do after reading the ad: Buy chocolate milk
PositioningStatement: After seeing our advertisements, people of all ages will feelthat a bond between any group of people can be created as they drink adelicious and healthy glass of chocolate milk together.
Client:California Milk Processor Board
Description:Chocolate Milk
Developedby: California Milk Processor Board
Objective:increase chocolate milk sales in all age groups
Media:4-color, full page print advertisement in general audience magazine
TargetAudience: everyone (all ages, genders, races, etc.)
What is theCompetitive Environment: People in this target tend to purchase other typesof drinks including shakes, soymilk, juice, and water.
What is theAccepted Customer Belief: Chocolate milk is an unhealthy drink for kidsthat is high in corn syrup, yet is also used as a recovery drink after workoutsand exercise. Although it is more expensive, it is perceived as a taste-goodtreat used to give comfort.
What do weWant Belief to be after Exposure to the Message: Chocolate milk has morehealth and social benefits to all age groups than other drinks.
PrimaryCustomer Benefit: This deliciously yummy drink is a feel-good product,offers not only the health benefits of meeting the daily dairy requirement andhigh levels of calcium per serving size but also makes you feel like you wereyoung again. This product can be used as a reward after a long, hard day or canbe used for fun and comfort.
What arethe Key Points that must be Communicated: Chocolate milk can be drank bypeople of all ages and races, bringing them together to celebrate health,deliciousness, and community.
WhatInformation is Available to Support each Key Point: primary and secondaryresearch, focus groups, online conversations and research about product use
What is theTonality of the Message: The tone of this advertisement is to convey thefun and unity that chocolate milk can bring to a group of people. It will usefun, humor, and unity to convey this message.
What arethe Mandatory Considerations: Creative brief, logo, call to action, 7.5” x10”, full color, full-page print
What do wewant people to do after reading the ad: Buy chocolate milk
PositioningStatement: After seeing our advertisements, people of all ages will feelthat a bond between any group of people can be created as they drink adelicious and healthy glass of chocolate milk together.
