Ad Pitch Creative Brief for Bic

CREATIVE BRIEF – FALL 2021
Name: Helping students cheat since 1945 Brand: Bic
BACKGROUND
Brand Mission: The brand’s mission is ‘New softgel pens make cheating even more comfortable’
Primary Competitor(s): The brand's primary competitors include but are not limited to; Ariston Thermo Group, Rockline industries, Sunjoy and Corelle Brands.
ASSESSMENT OF CURRENT AD
Strategic Pros/Cons
Pros
The ad is using a playful way to grab the attention of young students
The ad uses emotional marketing- the intention of the ad was to joke about students cheating in school with the hope to appeal to younger consumers who would relate.
Cons
The main problem with the ad is that it makes cheating its primary aspect, making it appear that the brand encourages students to cheat in schools.
The ad sold the wrong idea to the consumers as it associated the negative act of cheating to the brand.
The ad does not emphasize on the essential parts of the product such as, writing which is the main purpose of the visual product.
Executional Pros/Cons:
Pros
The ad would appeal to consumers who may find it humorous
The ad caption ‘helping students Cheat since 1945’ gives the year the brand was founded to indicate to their customers that it has much experience in making its products.
Cons
The ad is concerning since it communicates that the softgel pen can write on soft surfaces and use the hand to illustrate the soft surface when cheating in class.
The ad went too far in ensuring that the point of cheating was understood which made the brand untrustworthy to their customers. This ad can be found in numerous lists of worst advertisements of all time which proves that it failed miserably.
ONE emotion that you believe the audience feels about the brand based on the current ad:
The ad discourages the customers from purchasing its products due to the negative message it sends. For instance, a parent shopping for supplies for their child is not likely to buy Bic's products because they may not want to send the message to their child that cheating is okay.
YOUR NEW OR REVISED STRATEGY
Target Audience:
The target audience for my revised strategy is the generation Z
Rationale (why this target): I chose this audience because I believe that the brand could resonate with this generation worldwide. The brand also appeals to generation Z shoppers because they are in schools and, therefore, more likely to use Bic's products.
Customer insight: What is the motivating truth about the target that your new ad will address?
Generation Z is looking for certainty and brands to trust when making their purchases for products for daily use.
What is the customer tension that your new idea addresses? Provide a brief rationale.
The customer tension that my new idea addresses are attitudinal tension. Generation Z may want to try new things or stick to familiar things. The reconstruction of Bic's ad is meant to reassure its customers of its credibility, therefore reattract...