Milton Bradley
Creative Brief
Creative Brief
Client:
Milton Bradley
Objective:
Reintroduce the Milton Bradley brand to a target audience focusing on the fun and entertainment that jigsaw puzzles can provide.
Target Audience:
Young, married, middle-class, working couple families (18-30 years old) with children (ages 3-10) who attend elementary school; these young couple families are independent, enjoy spending time at home with their families, and seek fun in their busy lives
Problem:
Milton Bradley jigsaw puzzles are not as popular as they once were. Many new forms of technology such as the Internet, television, and radio have replaced puzzles and board games during children’s playtime. Milton Bradley needs to appeal to younger couple families with young children in order to get them hooked on the idea of puzzle making for family nights together.
Strategy:
Advertising will persuade the target audience that Milton Bradley jigsaw puzzles provide an entertaining, fun, and memorable American pastime while allowing families to grow closer to one another.
The Message:
Making Quality Family Time No Longer Puzzling
Milton Bradley Jigsaw Puzzles allow family members to spend quality time together while creating this brand of puzzles.
Copy Platform for Execution:
The ad execution was created for a magazine. The copy takes the reader back to the “good old days” when they were younger. It appeals to parents in the target audience promising that Milton Bradley puzzles are still as fun as can be remembered.
Milton Bradley
Objective:
Reintroduce the Milton Bradley brand to a target audience focusing on the fun and entertainment that jigsaw puzzles can provide.
Target Audience:
Young, married, middle-class, working couple families (18-30 years old) with children (ages 3-10) who attend elementary school; these young couple families are independent, enjoy spending time at home with their families, and seek fun in their busy lives
Problem:
Milton Bradley jigsaw puzzles are not as popular as they once were. Many new forms of technology such as the Internet, television, and radio have replaced puzzles and board games during children’s playtime. Milton Bradley needs to appeal to younger couple families with young children in order to get them hooked on the idea of puzzle making for family nights together.
Strategy:
Advertising will persuade the target audience that Milton Bradley jigsaw puzzles provide an entertaining, fun, and memorable American pastime while allowing families to grow closer to one another.
The Message:
Making Quality Family Time No Longer Puzzling
Milton Bradley Jigsaw Puzzles allow family members to spend quality time together while creating this brand of puzzles.
Copy Platform for Execution:
The ad execution was created for a magazine. The copy takes the reader back to the “good old days” when they were younger. It appeals to parents in the target audience promising that Milton Bradley puzzles are still as fun as can be remembered.
