Today's outline

[Eva Cordova]

Hey guys, glad we organized this today and know where we are now!
Here's the outline of our status and some of the things we talked
about are in here as well!

I. The Problem
A. Key Fact: Dr Pepper Ten is opening up a new category in a
competitive market.
B. Advertising Objective: Dr Pepper Ten needs to use their
advertising to continue differentiating them from other drinks without
alienating women.

II. Creative Platform
A. The Product
1. Product Reality
- History (Eva)
- SWOT (Jonas)
- Environmental Analysis (Tyler)
- Ad Spending (Victoria)
2. Product Perception
- Intro/summary paragraph (Maybe Victoria?)
- Selected Reviews
B. Target Audience (Eva)
- Demographics: middle class, social, active, cheeky humor
- Psychographic/Lifestyle: tough and rugged, such as Gerard
Butler
- Justification "stats" (Jonas?)
- Profile
C. Competition (Coke Zero, Pepsi Max, Pibb Zero)
- SWOT (Jonas)
- Market Shares (Tyler)
- Ad Spending (Victoria)
D. Single, most compelling fact (Tyler) : Tastes like regular Dr
Pepper
E. Why Should They Believe This? (Tyler?) : the ingredients of Dr
Pepper vs Dr Pepper Ten's
F. Tone (Eva) : tough, humorous, badass (what's a more scholarly
word for this? Rebel?),

III. Creative Brief (Jonas)