Introduction to Advertising - The Brief
Robinsons wanted a new marketing campaign on their new fruit juice that was about to hit the stores. They began by listing all the specific criteria needed to make the fruit juice different to the others on the market, once the team had agreed on the list they went to a company specialising in advertisements. The team then had a meeting with the planning team in which they laid out the foundations for the marketing campaign once the meeting had ended the planning team handed the list of specifics to the creative team in which they came up with two ideas. One ideas was to have a straw coming out of the fruit and the second was to have a pineapple stuck in the throats of a cartoon character, suggesting that the juice was easier to give the kids one of their 5 a day. In the end 'Robinsons decided to go for the second idea'.