Brief Advertising Agency Twix
Writing a Brief for the Advertising Agency
THE TWIX EXAMPLE
Company and agency
Media centre company brief brand ad strategy approval creative brief
agency
Creative execution approval media brief media planning approval production
media buying
1
The company brief
A good advertising brief will: • explain why you need an advertising activity; • define as closely as possible the objectives of your advertising activity; • place your advertising into the overall framework of your communication activities.
Writing a Brief for the Advertising Agency: TWIX
Brand positioning statement Twix is the functional and emotional synonymous for an active crunch and chew eating experience. To support positioning
• The distinct chewy/crunchy texture given by the chocolate, caramel, biscuit combination. • Twix is widely available, all the variants give the same sensory experience.
Brand Character Youthful, contemporary, appealing to teenagers - but should not alienate older age groups. Source of business Filled bars, hybrid chocolate bars, and other sweet snacks (e.g. ice cream Twix)
2
Writing a Brief for the Advertising Agency: TWIX
Aim of Communication
* To raise saliency of the TWIX core brand, to generate greater brand loyalty and increased purchase frequency. * To celebrate TWIXness by demonstrating that `the mix is greater than the sum of its parts’. (X>a+b+c): * To create a brand communication capable of co-existing with TWIX extension(s) advertising and flavour variants ( e.g. Peanut Butter US).
Output
TV advertising.
Target of Communication
Media target: 16 to 34, Copy creative: 20 yr old. In essence a broad mix of people and ages, all having a common savvy attitude to life, who are fast followers, rather than instigators of trends.
Writing a Brief for the Advertising Agency: TWIX
Key product characteristics description
• Distinct layers of candy and cookie covered in chocolate. • A combination of contrasting
THE TWIX EXAMPLE
Company and agency
Media centre company brief brand ad strategy approval creative brief
agency
Creative execution approval media brief media planning approval production
media buying
1
The company brief
A good advertising brief will: • explain why you need an advertising activity; • define as closely as possible the objectives of your advertising activity; • place your advertising into the overall framework of your communication activities.
Writing a Brief for the Advertising Agency: TWIX
Brand positioning statement Twix is the functional and emotional synonymous for an active crunch and chew eating experience. To support positioning
• The distinct chewy/crunchy texture given by the chocolate, caramel, biscuit combination. • Twix is widely available, all the variants give the same sensory experience.
Brand Character Youthful, contemporary, appealing to teenagers - but should not alienate older age groups. Source of business Filled bars, hybrid chocolate bars, and other sweet snacks (e.g. ice cream Twix)
2
Writing a Brief for the Advertising Agency: TWIX
Aim of Communication
* To raise saliency of the TWIX core brand, to generate greater brand loyalty and increased purchase frequency. * To celebrate TWIXness by demonstrating that `the mix is greater than the sum of its parts’. (X>a+b+c): * To create a brand communication capable of co-existing with TWIX extension(s) advertising and flavour variants ( e.g. Peanut Butter US).
Output
TV advertising.
Target of Communication
Media target: 16 to 34, Copy creative: 20 yr old. In essence a broad mix of people and ages, all having a common savvy attitude to life, who are fast followers, rather than instigators of trends.
Writing a Brief for the Advertising Agency: TWIX
Key product characteristics description
• Distinct layers of candy and cookie covered in chocolate. • A combination of contrasting