Our Product: Shezan All-pure juice

Direct Competitor: Nestle Juices and Olfruit

Indirect Competitor: Tang, Soft Drinks, Tropicana, Minute Maid

Big Idea: All Fruit Experience

Campaign Idea: Purity in life

Creative Brief Shezan

 Primary Aim: Creating Awareness of Shezan All-Fruit Juices
 Key Objectives:
o Create a relationship with consumers
o Build a positive brand image
o Show Purity

 Secondary Objectives:
o Increment of Sales
 Target Audience
o Physical: Pakistan (Initially Karachi, Lahore & Islamabad)
Social Class B(-) to A
Age Group: 5 - 45
o Emotional: Health Conscious, Family oriented, Purity.
 USP: The complete fruit experience
 Emotional Appeal: Purity in terms of nature, relationships, juices – All pure
 Physical Elements: Logo, Product in use

ATL:

 TV
o Terrestrial – PTV, PTV World, PTV National
o Satellite – GEO, ARY, HUM, Cartoon Network etc
o Cable – World Call, Delta Cable, Local Cable Operator (LCO)
 Print:
o Weeklies (Young times, Dawn Images)
o Monthly
 Urdu:
 Mahnama Kitchen
 Chef Special Cooking Magazine
 Akhbar e Jahan
  Taleem-o-Tarbiat (Kids)
 Etc
 English
 Radio
o FM 89
o FM 101
o FM 103
o FM 106.6
 OOH
o Billboards
o Bus Stops
 Point of Sale
o Premises Based: Shezan Standies
 Creative Consideration:
o Manner: Relationship
o Brand Image: Nutritious, Honest, Healthy
 Budget: ?
 Media Monitoring
o Direct Competitor: Nestle Juices and Olfruit
o Indirect Competitor: Tang, Soft Drinks, Tropicano, Minute Maid
 Single Minded Proposition : The complete fruit experience
 Positioning: Pure
 Associations: ?
 Mandatory: Shezan Logo, Product in use visuals and Jingle

Chief focus on Visuals:

1. A Play on Words
2. The Product in use
3. A play on emotional visuals by entering emotional spaces in consumers.