Pick an international brand and reimagine that brand in a different reality or universe. Come up with an advertising problem for the brand, and design a complete creative brief for a campaign to solve the problem and develop three campaignable ads. The original idiosyncrasies of the brand could be retained. 

Old Spice 

Brand Background: 

- A range of traditional, easy to prepare, spice blends, made specifically considering men’s cooking nature & needs 

- Normalizing cooking for men across Pakistan - The brand, Old Spice, is newly-established and this is their first ad campaign 

- Several spice brands that are well-established in Pakistan offer a tough competition to Old Spice against emerging prominently in the market as an experimental brand

Problem to be Solved: 

- Due to the stereotype of cooking being associated with women only, it is challenging to target men as potential users of spice blends 

- Old Spice is advertising to invite men to try out cooking with its easy to prepare spice blends that are perfect for novice cooks

Objectives:

- Establish a new market for spice blends that comprises of men 

- Establish an image of Old Spice as a convenient brand for men as they are new to cooking, made to especially accommodate them 

- Convert potential users, currently using alternative spice brands, into consumers of Old Spice (secondary objective)

Geographic: Pakistan 

Demographic: 20-30 years old | Male | Upper, Middle, Lower Middle Classes | Studying/Working stage of life | Living alone or with bachelors

Psychographics: Interested in trying out new activities | Like keeping up with the latest trends of the society | Food-lovers

Behavioral: Barely ever bought spice blends for own use | Have frequently taken part in social media campaigns/competitions carried out by food brands | Heavy users of social media

I enjoyed cooking with my mom as a kid and would frequently be found in the kitchen. However, over the years - probably because of social norms - I found interest in other “manly” activities and so, never had a chance to actually learn how to cook. But now I find myself frequently eating instant noodles or take-out food and usually feel the need to eat a decent homemade meal. I would love if there was a way for me to cook home-style food for myself without ruining the dish or being ridiculed by my friends for doing a woman’s job.

Remove the stigma that men who cook are feminine in nature.

Cook like a man 

- Handy 

- Flavorful 

- Stop depending on women for good food 

- You can count on Old Spice for a pleasant first-time cooking experience

Reasons to Believe 

- Step-by-step video demonstrations of male chefs cooking various Pakistani dishes using Old Spice, available on the website 

- Social Media campaign involving new users’ personal experiences while cooking with Old Spice, the incentive being winning a gift hamper of multiple spice blends from Old Spice for narrating the best cooking story 

- Trending hashtag #CookLikeAMan - Use of Old Spice blends in famous cooking shows that are sent our PR packages, thereby proving its flavorful attribute

Perception: easy to prepare 

Values: beat the sexist stereotypes attached with cooking 

Personality: Targeting youth to bring about desired changes in the society as a whole

Empowering | Straightforward | Provoking

Social Media: Facebook | Instagram

Executional Considerations 

- Style: exaggerated masculinity associated with cooking 

- Hashtag: #CookLikeAMan 

- Logo present in every ad

- Combination Mark

   Pictorial Mark: shaped like our product (spice)

   Word Mark: Full name of our brand 

- Newly established brand with little to no existing familiarity, therefore using both to be easily identifiable

- Red 

  Boldness: Instilled in men for taking charge of their own cooking needs 

   Youthful: Targeting youth 

- Green 

   Health: Improves as men switch to homemade food 

   Growth: Men stepping out of their comfort zone to try a new activity that they do not have much experience in 

- Pure colors transitioning into their darker shades 

- Medium Contrast 

- Complimentary Colors

Geometric: signifying stability in the lives of Old Spice users as they stop depending on anyone for cooking their food - Triangles Power – breaking through the stigma of cooking being a feminine activity Strength – men cooking for themselves without their masculinity being compromised Purpose – men becoming independent in taking care of their own cooking needs

- Typeface: Sans Serif 

- Tracking: Custom 

   Constant throughout Old and Spice respectively 

    More between the two words