2009 Q3/Q4 Creative Brief

(1) Business.

What is the business challenge?

Kellogg’s Froot Loops is #1 in kid brand health, due to the strength of its positioning around imaginative play, and the execution of that positioning via the ”Fruity Treasure Adventure” campaign. However, the campaign is in its fourth year and faces several challenges to keep the momentum. These challenges include the focus on desirability around the food, playing up our differentiation and building meaningful activation programs to engage kids with the brand.

What are we trying to accomplish through this effort? What behavior are we trying to change in people?

Get kids who have left the brand to ask for Froot Loops again

(2) People.

Who are the people that matter most to us?

Kids 6-8 who have left the brand

What insight do we have into their core need and the issue or tension surrounding it?

Kids are innately curious, with active imaginations and a thirst for fun and adventure. They combine this curiosity, imagination and adventure in the way they play, which is referred to as imaginative play. It’s through this type of play that kids’ cast themselves in different roles, different lands, and on different adventures as a way of of experimenting and exploring the world around them in a fun and exciting way.

And how are they behaving in context of this need?

Kids will turn to imaginative play when their curiosity is triggered by something, be it smell or sight, touch or taste. They need that inspiration to excite their minds and their imaginations, and it can be anything from a cool game, a fun character or even a colorful food.

(3) Brand.

How can the brand address this issue in context of the assignment?

Kellogg’s Froot Loops is the only kid cereal that can excite kids senses, and in turn their imaginations, with it’s unique combination of sweet fruit taste, vibrant color and alluring aroma. Color being the most powerful of the three, because it’s a bright, delicious color kids can taste and smell, like no other.

(4) Focus.

What ONE thing must the brand communicate to create/reinforce its role?

Kellogg’s Froot Loops is the only cereal with color so delicious you can taste it

And why should people believe this?

•Bright colors that indicate how great it’s going to taste

•A sweet fruity taste that is so delicious you can see it

(5) Media.

What are the moments that people are most receptive to interacting with the brand communication?

1). Moments when kids are seeking to have their senses stimulated

2). Moments when kids are seeking to spark their imaginations

3). Moments when kids are seeking to be drawn into an adventure

(6) Existing Campaigns.

What is the campaign idea that this assignment will be a part of?

This campaign must deliver on the idea of:

Froot Loops takes you on an adventure to find the fruity treasure

But should bring our new learnings to life within the Fruity Treasure Adventure campaign

(7) Creative.

Are there any additional creative considerations or executional mandatories?

Primary: :30 TV spot

Secondary: Digital and packaging

Considerations

•Focus on the color of Froot Loops to drive the story

•Color seems to be the most motivating attribute of food based on previous campaigns (Stolen Colors)

•Increase the action and the excitement within the storyline through obstacles and nemesis

•Ensure a meaningful role for Toucan and the Nephews, leverage past successes/learnings:

•When the nephews have a more active role (Stolen Colors) they’re the appropriate age for kids to relate to

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Mandatories

•Drive to pack call to action