Here's a another creative brief for those of you wanting to develop some ad concepts on your own.

1. C R E A T I V E B R I E F
CLIENT: Procter & Gamble
PROJECT: Crest Whitestrips Supreme Magazine Ad
ASSIGNMENT What,succinctly, are you asking us to do? Who are we trying to reach?
Create a full-color one-page or two-page magazine ad to introduce people to Crest
Whitestrips Supreme tooth whitening kit.
OBJECTIVE What specific results are we after, when must they be achieved?
We’d like to see a 10% increase sales over the next 60 days.
SITUATION What’s the current market environment, especially with competitors?
Consumer research has shown that many people feel self-conscious about the
brightness of their teeth, particularly since we live in a celebrity-crazed society where
we’re constantly exposed to teeth that have been cosmetically enhanced. Crest
Whitestrips have a dominant share of the whitening market, but the vast majority of
people rely on whitening formula toothpastes and other less expensive, less effective
means of getting whiter teeth.
AUDIENCE Who is this advertising aimed at? What are they like?
Mostly women, but some men, in the 18-65 age group. These are people concerned with
personal appearance and tend to have higher disposable incomes.
PROS & CONS List how our product/service stands with respect to competitors, both good and bad.
+ It really works – teeth are noticeably whiter after just a few days.
+ You don’t have the inconvenience or expense of dentist-applied whitening solutions
+ It’s easy to use – just apply the strips, wear for a few minutes, then toss out
- It’s a little bit of a hassle to stick with the regimen for two weeks
- It’s somewhat expensive---especially compared to toothpaste or doing nothing
STRATEGY “You should (action) (product) because (reason with NO conjunctions).”
You should try Crest Whitestrips Supreme because you can easily have a decidedly
brighter, more attractive smile in just a few days (without going to a dentist).
COPY POINTS Other things that should or could be mentioned.
See www.whitestrips.com for product info
TONE/PERSONALITY Describe the character of the advertiser vs. competitors
Professional, clear, easy, trustworthy, solid
CLIENT APPROVAL: _______________________ DATE: _________________