Integrated Communication Brief Template (Creative Brief) - Management Assignment Help

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Integrated Communication Brief Template (Creative Brief)

• Details
• Document your Brand Item & Group Members. Nestle – Kit Kat: Vegan Kit Kat
• Sam Harris(3723375)Lillian Williams (S3832311)
• Charles : (S3273772)
• Liana : (s3866329)
• Eliza: (s3838745)
• Rath: (s3658046)
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• 1 Key Fact/Background/Overview
• What's the big picture? What's going on in the market? What is the primary catalyst that has lead to the campaign? Often this information can be gleaned from the SWOT analysis and consists of a strength, weakness, opportunity, or threat (e.g., cultural, marketplace or category trends, the economy, product innovation, seasonality, competitive activity, target lifestyle changes). KitKat was developed in the mid 1930's by chocolate confectionary company Rowntree. The premise was built on the idea that a man needed a chocolate bar which he could take work. The KitKat is a sub-category of Nestle, which has set itself apart from the chocolate confectionary stand, with KitKat offering a unique taste, flavour, and experience against its competitors. This is defined by the wafer interior encased in a milk chocolate exterior, which can be broken into 4 separate pieces used for sharing or just pure self-indulgence. However, with the popularity of vegan, plant-based, dairy-free, and cruelty-free diets increasing in recent years, meant that those consumers who enjoyed the original chocolate bar were now excluded because of the animal products used in the chocolate.
• The increasing consumer demand for a plant-based and ethical alternative posed the need for a solution, which drove KitKat to invent KitKat V, which is a plant-based version of the original chocolate bar. KitKat V is created using 100?rtified cocoa, sourced through Nestle’s Cocoa Plan in conjunction with the rainforest alliance foundation, making it an ethical and sustainable chocolate product. Furthermore, KitKat V substituted cow’s milk, the primary ingredient which concerned vegan consumers with a rice-based alternative.
• KitKat V was developed to adhere to the evolving vegan consumer and the demand for a sustainable and ethical alternative, which can be defined as the primary catalyst for implementing this campaign.
• Primary competitors of the KitKat V within the vegan chocolate market are: Pico, Pana, Ichoc, Sofree fair trade, which all offer vegan milk chocolate alternatives.
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• 2 Problem/Opportunity/Prospect Need
• How is the above marketplace situation affecting the consumer? What issues are they facing? What is the problem that advertising can solve? Or opportunity that it will address (e.g.need for information, search for solutions, fulfillment of wants). Vegan chocolate is a niche market which is made up of premium players offering a chocolate that derives from a dark cocoa or a small percentage only offering a plant-based substitute, which is sold at a premium price. This can influence the consumer to feel negative emotions because the range of chocolate offered is limited and the price does not justify the quality of the chocolate or in some cases doesn’t live up to the taste of real chocolate.
• With the help of advertising, we can increase the awareness of the KitKat V whilst increasing its position within the vegan chocolate market as the go to plant-based choice. The use of traditional, new and alternative media channels will help further our message as providing an informative experience and provide solutions to the consumers wants and needs.
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• 3 Marketing Objectives
• Marketing objectives are specific to the numeric elements surrounding a company's "bottom line," that is, increases in profit in terms of dollars, units sold, size of profit margin, and so forth. In short, these objectives nearly always refer back to the "almighty dollar," which is one of the most significant measures of a company's success. e.g. to increase sales by 1.4 million units in the health and beauty segment by the end of the campaign. Marketing objectives need to be specific, measureable, achievable, realistic and over specific timeframe. The marketing objective of Kit Kat’s new product range, ‘vegan Kit Kat’ is to match the increasing demand for vegan products in the market. The first goal outlining the significance of an increase to the total market share of Kit Kat vegan. Of the 40% global market share that vegan chocolate takes up, Kit Kat Vegan are looking to obtain 5% of this market share over the next 3 months. The next goal is to increase the total sales of the new vegan Kit Kat by 10% over a 2-month period. With extreme focus on the new range, Kit Kat can aim to meet this goal sooner. Kit Kat is aiming to be the leading Vegan chocolate in Australia, through sales and market shares, thus more purchases. With a heavy focus on the health benefits vegan products obtain, the brand can strive to have an even better image.
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• 4 Communication Objectives/Desired Attitude or Behavioral Change
• Why are we advertising? What is the purpose of the ad? Clearly state the communication objectives. Provide a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do (e.g. increase awareness, create preference, induce trial, reward brand loyalty). Communication objectives also need to be SMART. Include a quantitative benchmark and time frame.
• KitKat is a long-term staple item within the Australian retail confectionary market. The purpose of the ad is threefold. First, to remind its loyal customer base just how good the product is. Secondly, to prompt them to buy more KitKat more often. Thirdly, to reach out to new potential customers unaware of this product. As with many perennial staple brands, from time to time, it must be re-presented to consumers. This is because a product’s ubiquity can make it somewhat invisible to consumers.
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• The goal is to increase public brand awareness of the vegan KitKat by 10% in the next 3 months, which was derived from the increasing consumer demand for a vegan substitute. The ad must therefore be compelling enough to engage existing and potential KitKat customers within this time frame. It must emphasize the health benefits and environmental credentials of the vegan KitKat, as well as the expansion of the consumer opportunity it represents – as well as the responsiveness and flexibility of the company behind the brand. A professionally crafted ad, encompassing and enabling these 4 related objectives must be forceful, prompt consumer purchasing choices in an immediate way and not implicitly criticize the existing non vegan KitKat formats. This last objective is extremely important because it is likely that the traditional KitKat will continue to be the product of choice for most of the existing customer base.
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• 5 Corporate and/or Brand Positioning
• Taken from the corporate and / or brand line positioning. You must remind creatives that their creative work must reflect the brand’s established positioning against competitive brands. Include a simple positioning statement: To the target customer, Brand X is the brand of category need that offers the key benefit(s) of....?
• For the vegan and health-conscious consumer. KitKat V delivers a product which is sustainable and ethical but still affordable. KitKat V is priced at $2.00 for 41.5 grams, which compared to other plant-based substitutes is immensely inexpensive. It also remains true to the original KitKat by offering the iconic crispy wafer which is encased with a ‘rice-based milk alternative’ infused with a cocoa chocolate. Therefore, satisfying the consumer need for a dairy-free milk-chocolate but still offering the ‘same creamy’ and original taste of the original. Among the sea of vegan dark chocolate in the market, KitKat V will inevitably stand out and provide a unique experience.
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• 6 Brand Character/Personality
• The key phrases or terms which describe the personality the brand should consistently portray. How do you want to speak to your target audience? You need to think as if your brand was a person, how would you describe them? You should communicate what the voice and personality of the campaign will be. Nestlé brand Kit Kat brand personality is fun, youthful, convenient, and conscientious.
• Convenient
• The brand is consistent with its message ‘have a break, have a kit kat’. The message sends a reminder to consumers to look after themselves, have a rest from life’s ongoing problems just to pause - taking a moment to oneself and consume a chocolate bar whilst doing so. The slogan paints the double coated wafer chocolate bar in a fun light and suggests that Kit Kat is the solution to life’s problems.
• Conscientious
• Nestlé is the first major chocolate manufacturer to introduce 100 percent sustainable cocoa from certified and sustainable farms with safe working conditions (Nestlé Australia chocolates now all sourced from 100% sustainable cocoa 2013). Nestlé considers caring for the environment a priority. Kit Kat has become the first product in Australia to be wrapped in soft plastic, made from 30 percent recycled content. Additionally, Kit Kat was developed by a huge amount of consumer demand for a dairy free alternative.
• Fun and youthful
• There are over 200 different Kit Kat flavours in the world including many limited edition and funky/unusual flavours- everything from Green Tea flavour to Wasabi. Such creations keep the brand ‘fresh’, create a buzz and keeps consumers coming back for more.
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• 7 Target Audience Profile/Segment(s)
• Who are we talking to? Who are our most promising prospects? The more precise and detailed the description the better. If possible, go beyond general demographics and psychographics to create a brief, but rich narrative around the target segment. Build a personalized profile that paints a picture of the audience. Be specific where you can.
• Charles KitKat has developed a brand image surrounding a huge emphasis on ‘have a break, have a KitKat’. It encourages chocolate loving consumers who participate in s everyday strenuous or demanding activities, to have a break with them by indulging in the KitKat phenomena.
• We plan to incorporate this strategy by targeting Millennials and Gen Z individuals, who make up most statistics of vegans, vegetarians, and flexitarians in Australia. The target audience will be males and females aged between 11 – 40-year-old, who share a common interest and lifestyle choice of living a healthier and sustainable life. These individuals who understand the need for a plant-based alternative for a well-known and beloved chocolate brand. We are talking to the students who race to their 8:30am tutorials with their reusable coffee keep-cup in tow, the everyday vegan Australian who endlessly mu enquire at restaurants about vegan options, who are then saddled with a sad looking piece of broccoli or carrot, the misunderstood co-worker who consumes a plant-based diet, who then must justify his/her choices to a panel of esteemed judgemental non-vegans at work, the mother who has discovered that her daughter or son has decided to fight for justice for life's furry friends by becoming vegetarian or the gym and health obsessed who want to satisfy their cravings and guilty pleasures but are too strict to give in.
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• 8 Consumer Insight/Sweet Spot
• What is the consumer mindset? What do they currently think? Where are they coming from? What are the ' little human truths ' that can we tap into that will make an emotional connection that is relevant and memorable with the target? (e.g., habits, lifestyle snippets the reality of their hopes, fears, dreams, interactions, usage situations, aspirations)?
• Charles Consumers are wanting a more sustainable and ethical alternative to chocolate, with most turning to plant-based substitutes which provide positive benefits in terms of health and environmental care.
• Consumers want to see cheaper price points for these plant-based alternatives as most options available in the market are at a premium.
• Most plant-based alternatives are mostly dark chocolate with no variation in between competitors, in terms of flavour and taste.
• Primary factors that consumers look for in plant-based alternatives are certified organic and ethically sourced ingredients, in the absence of preservatives and additives.
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• 9 Promise/Takeaway/Major Proposition/Key Benefit Claim
• What do we want them to think? In other words, what's the single most persuasive or competitive idea that we can convey? What is the key response we are looking for? This should be a simple sentence. Most commonly, it is a statement that articulates the emotional payoff of using the product/brand (Key Benefit). Avoid both empty verbiage and overpromising-they can result in generic or implausible creative executions. Use audience language. In essence, this is the target's net impression, what you would want them to 'relay back to you in their words' after encountering your campaign? This campaign wants to achieve awareness and a positive response to a vegan chocolate Kit Kat bar. We want our consumers to trust that they are purchasing a product which will satisfy not only the vegan target market, but anyone who prefers or wants to try a plant-based chocolate alternative. In consuming the Kit Kat V, we believe that our consumers will be completely satisfied in the taste and experience. We want to give our consumers a guilt free snacking experience, and with the Kit Kat V, this means that the entire process from creation to consumption must be ethical and fall in line with an average customers perception of a vegan experience.
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• 10 Support/Substantiation/Source of Authority & Credibility
• What are the ' reasons to act or believe'? List the rational and emotional reasons to for the target market to find credibility in the claims made. Commonly, these can be grounded in attributes and benefits of the brand item. Include all major copy points in order of relative importance toward backing the promise. Ordering key points helps copywriters to prioritize when time and space are limited. We want all customers to feel recognised and supported by the Kit Kat brand, which is why we know that the Kit Kat V will live up to the expectations from the campaign. The Kit Kat V gives consumers a vegan friendly and tasty chocolate at a reasonable price, rather than sourcing vegan friendly chocolate elsewhere that may be costly or not have the taste that a Kit Kat bar can give. Not only will the price of the chocolate bar give customers a reason to buy, but the sustainable cocoa used in every bar will give consumers a guilt free snacking experience. With a rice milk base, this chocolate is not only vegan friendly, but enticing for all consumers with lactose intolerance. Kit Kat V is allowing consumers with many dietary requirements to finally be able to enjoy the popular Kit Kat taste without feeling guilty or having to worry about allergies.
• 11 Creative Guidelines/Executional Elements/Mandatories
• Include any 'must haves' that must be present in the advertising. (e.g ., logo, product shot/ packaging, company website, address, phone number, new or existing tag line, legal disclaimers. Green and red must be the main colours shown on packaging and with advertising. As red is the classic colour associated with Kit kat, and Green represents the new ‘plant-based’ vegan alternative
• The new tag line must be displayed “Have a plant-based break” or “Have a break DIFFERENTLY (differently must be bold and in capital letters and the colour must be in green), Have a KitKat V
• In advertising, there must be displays of the dairy alternative used, which in this case is rice milk, and shots of the ‘100% sustainable cocoa’ being harvested and made
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• 12 Mood/Tonality/Voice
• If there are any restrictions regarding the tone of voice the advertising, express them here. Remember that all brand communication should be consistent with its aforementioned personality (e.g., humorous, lighthearted , professional, knowledgeable, edgy, hip). Tone can affect word choice and writing style within the ads themselves, as well as the overall feel of the campaign. ie. no humour, no innuendo, needs to be professional but edgy, etc.
• Charles The KitKat brand is fun, empathetic, and playful in nature, which it employs throughout all their marketing communications. To keep in line with their current brands personality, we aim to capture prospective consumers by utilising a fun, upbeat and light-hearted tone of voice through-out the campaign. The mood and tone should reflect a witty and humorous persona to assist in influencing our intended audiences to purchase the new vegan product.
• The overall campaign should feel professional and knowledgeable equipped with a fun and humorous undertone. The campaign should not stray away from the aforementioned tone and mood.
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• 13 Deliverables
• What do you need from the creative (communication) team(s) and when do you need it? You may prescribe a 1 x TVC, 2 x 30 s radio ads , supporting social media presence (Facebook and Twitter) and other required IMC activities. You may also want to give agencies the freedom to present IMC activities in addition to those prescribed. Traditional media:
• TV Commercial ads will be used to maximise the impact of the marketing message
• 1 x 30 second ads, which are run 3 x a week for 2 months across various channels.
• The ad can be cut down to implement into YouTube media vehicles
• Social media channels
• With most of our target consumer becoming more digitally sound, we aim to incorporate most of the marketing communication objective via social media platforms:
• YouTube: 100,000 views achieved within 3-month period through 1 x 6 second bumper ad and 1 x 20 second non-skippable ad.
• Facebook and Instagram: 1 x story ad per week and 1 x photo ad over a 2-month period. We aim to generate 90,000 views. We plan to post 2 posts a week on our social media profiles in conjunction with the ads.
• Instagram influencer: We aim to achieve a greater social media influence by appointing eco-warriors or vegan influencers to post either a story or post to promote KitKat V. 2 x influencers are required and must post over 1 month period.
• Print media channel:
• We would like to focus our print advertising on locations where our target audience will regularly be exposed to our message, this includes:
• 1 x billboard at the major train stations advertised for a month
• 10 x indoor advertisements, placed inside the train vehicle and surrounding the interior of the station.
• Other IMC activities include:
• 8 x pop-up KitKat V activations at various major shopping districts equipped with 3 x knowledgeable promotional staff handing out free KitKat V to various non-vegan and vegan consumers.
• 12x Point of sale displays for Woolworths and Coles, which will run at 6 x major city and surrounding suburb supermarkets
• Decals, signs and displays within all KitKat specialised stores
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• We also give the ad agency complete freedom to prescribe any other IMC activities they feel will increase the reach of KitKat V
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• 14 Budget
• Creative, Media, New Media, Production etc. Emphasise that concepts that cannot be produced within budget should not be presented. You do not need to demonstrate how you calculated your budget, just provide the budgetary amount. If you have prescribed required IMC activities (deliverables), you may feel it important to breakdown the budget across those activities.
• Charles As most consumers are digital focused individuals, it is a major requirement for this campaign to incorporate a large social media strategy as our main resource to reach our audiences. Our allocated buget will be $2.5 million.

45% of our budget will be used on 15 and 30 second TV ads which will run during 7:00 to 9:00pm. Furthermore, by choosing peak viewing times may impose additional costs. Other costs which need to be included are the production and film costs such as hiring a professional tv company, pre-production planning and post-production costs such as editing and finalising the advertisement. We anticipate spending to be 1.125 million.

35% of our budget will be used to go towards implementing various social media vehicles, which include:
YouTube advertising:
$400,000 based on cost per miles (views)
Facebook:
$45,000 cost per click and cost per miles
Instagram:
$50,000 based on a cost per minute and cost per mile format
Social media influencer:
$20,000 used to book vegan and health-conscious social media influencers to promote and post the new KitKat.
20 per cent of the remaining budget will be used on other medias such as print, point-of-sale displays, public transport advertising, billboards, and the alternative IMC activities such as public relations, Melbourne KitKat in-store decals, signs, and brand activations. We anticipate spending to be $400,000 of the allocated budget.


 

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