Creative Brief Petcurean

Creative Brief

Communication Objective

We want to create awareness for Soylent, a plant-based meal replacement powder, drink, and nutrition bar brand. In the advertisement we want to highlight Soylent and the affordable meal replacement snacks and drinks they sell. We will look to establish Soylent as an affordable, plant-based, animal friendly brand. 

Industry Trends

• Meal replacement products like Soylent are increasing in demand. The market is being driven by different factors such as people being more health conscious, busy lifestyles, and urbanization. More people are opting for these products because it is quick and easily accessible. (https://www.mordorintelligence.com/industry-reports/meal-replacement-products-market)

•  Meal replacement products are beginning to diversify, adding new products for the different eating habits of consumers. Vegan, paleo, and keto meal replacement products are becoming more of a common trend in these brands. “Sales of plant-based food products in the United States grew 20% from June 2017 to June 2018, according to a Plant Based Foods Association press release.” (http://www.nutritionaloutlook.com/article/5-trends-driving-meal-replacement-market/page/0/4) 

• Meal replacement products are seen as a guilt free snack. 80% of consumers view meal replacement beverages as a guilt free snack (https://www.google.com/amp/s/www.mintel.com/press-centre/food-and-drink/two-in-five-us-consumers-are-replacing-their-breakfast-with-nutritional-and-performance-drinks/amp). Many people are opting for these drinks and bars for breakfast or as whole meals throughout the day. 

Target Audience

The target is men and women between ages 35-50 who have a love for American made cars. They should have an appreciation for modern design mixed with historic novelty. High performance coupled with head-turning features catch their attention. Average HH income of 200K. 75% previously ha

The target is men and women between the ages of 23-35, who are health-conscious. They feel they need to exercise more but because of their busy schedules, they are not able to do it as much as they want. They are new professionals, living like a true adult for the first time in urban areas. 

Key Insights

The target should have lust for cars that are instantly recognizable on the road. They are willing to treat themselves to a car that meets both functional and luxury needs. They have a soft spot for nostalgia and are willing to act quickly given the limited-time offer. Consumers are likely to have owned a Ford car or Mustang before. 

The target should be health-conscious and aware of what they consume. They are busy individuals, navigating fresh adulthood. They wish they could exercise more and take better care of themselves. Consumers are likely to have tried other meal replacement brands. 

Points of Differentiation

• Soylent is plant-based, which requires less water and less CO2 from livestock. 

• Soylent has donated 1.6 million meals to food banks and other organizations in an effort to end food insecurity. 

• Their drinks are long-lasting to reduce food waste and can be stored up to 1 year. 

• Soylent is “fuel good food.” 

Main Idea

Ford will give car lovers an appreciation for the evolution of the iconic, beloved Mustang over the past 50 years. The car reflects the original model, but includes new features that provide timeless enjoyment while celebrating the Mustang’s anniversary.

Soylent makes consumers feel good knowing that the ingredients in the products are plant based and that their purchase goes to help people in need. Soylent wants to make the consumer know that when they consume Soylent, it’s “fuel good food.”

Supporting Facts

• $9.88/4 count 

• Make complete sustainable meals accessible to all people. 

• Started in 2013 in Sunnyvale, California. 

• In January 2017, Soylent was the #1 Grocery product on Amazo

• . 

• Meal replacement products expects to grow 7.1% from 2019->2024. 

Mandatories

• Fuel good food

• Logo 

• Product