ALTOIDS Client Brief Overview

Flashcards covering key concepts from the ALTOIDS client brief lecture notes, providing definitions of terms relevant to marketing and product strategy.

ALTOIDS

A brand of mints originally created in 1780 for medicinal purposes, specifically for digestion.

Creative Brief

The essence of a brand streamlined into one single page, serving as the starting point for every advertising project and maintaining brand focus.

Product Insight

The unique quality that makes a product stand out, relating to awareness and authenticity connected to the brand's DNA.

Consumer Insight

An understanding of the needs, values, and lifestyles of the target users, providing their perspective and aspirations.

Target Audience

A focused description of the specific group the advertisements aim to engage and resonate with.

Brand Personality

who the brand is -character traits - how it the brand perceived by the audience? Eg. - Bold, Imaginative, Adventurous, Purposeful

Tone of Voice

How the brand is communicated through words, emotion, vibe (eg. Authoritative, shocking, brash, empathetic)

Big Idea

The magic! One specific area of focus to build a campaign from. A powerful platform that is born from the connection of the product, consumer insights with the target audience in mind. (Got Milk, Just Do It, A Diamond Is Forever) SNICKERS - "YOU'RE NOT YOU WHEN YOURE HUNGRI THE CREATIVE APPROACH or HOOK

Current Users (early adopters)

Very niche following in Seattle. Obscure product that very few people in the US have heard of. Popular in coffee shops and the people that hang out in coffee shops. They have the persona nickname: Hipsters

Business Objective

US expansion of Altoids. Shift from a cult following to gain broader appeal.

(A very small group of people have adopted this product - we need to significantly increase the number of people that try it and adopt it into their lives)