One Club Creative Brief: Wheaties
To Revive a dying brand with a new Creative Brief... with only 24 hours.
Our Mission:
When was the last time you had Wheaties for breakfast? Or heard someone say "Oh do you have any Wheaties?" very rare right? Matter of fact, a lot of people don't even know what the cereal itself actually looks like.
So let's change that!
Our Target:
The Modern-Day Champion
For years Wheaties rode on the coat tells of champions and thrived off of their success. Nowadays the word "champion" has lost its flavor and honestly, you don't have to be a sports star to be a "champion".
The
Research:
Wheaties is like that washed-up athlete from your high school. When he was in his prime, everyone knew his name, his name was his brand. As you got older and time kept moving forward, more changes started to happen. While Wheaties still used his high school fame to carry him through while remaining stagnant in his home town.
I mean think about it. When you go to the cereal aisle the fun cereals have bright colors and the actual cereal on the box, so you know what you're getting into. When we were asking people if they knew what Wheaties looked like, most of them said "frosted mini-wheats" when in reality they look like Raisin Brand.
The
Final Brief: