A great brief inspires, motivates, and encourages thinking that is different and disruptive. When there are 3 brands in the same category, targeting the same exact consumer, how can you make your creative idea unique/interesting/surprising?

1. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
Being green and living greener are becoming more common and more of “the norm.”
There are a few reasons why: human-made climate change is real, backed up science and
scientists <http://climate.nasa.gov/evidence/>. Organic farming is at an all-time high
<http://ofrf.org/>, solar panel installations in homes and office buildings are more popular than
ever <http://www.techinsider.io/solar-panels-one-million-houses-2015-10>.
Elon Musk, Tesla, the giga-factory, and the Powerwall.
Sure, consumers may even be influenced by celebrities who are stressing the importance of
“green-ing” and are creating companies that sell eco-products and goods (like Jessica Alba’s
Honest Company or Gwyneth Paltrow’s Goop).
In addition, the 2013 documentary, “The Human Experiment”
(http://thehumanexperimentmovie.com/ and found on Netflix) shines a bright light on all of the
untested, harsh and possibly disease-causing chemicals found in the very products we use
every day.
According to the documentary, there are more than 80,000 chemicals available in the
US—200 have been tested for safety, and only 5 have been regulated by the EPA.
With health issues such as asthma, leukemia in children and ADHD increasing by more
than 50 percent over the past 45 years, one could certainly make the argument that there
is a connection between all those unregulated chemicals and the decline of our country’s
overall health and wellness.
Our 3rd and final project is Eco-Friendly brands.
The brands are all in the same category and are competitors.
The three brands you will choose from are:
Dr. Bronner’s Pure Castille Liquid Soap <www.drbronner.com>
Mrs. Meyer’s Clean Day <www.mrsmeyers.com>
JR Watkins <www.jrwatkins.com>

2. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
Dr. Bronner’s PureCastile Liquid Soap [PAGE 1]
Product/Service: Dr. Bronner’s is a family-owned and run company (since 1858) that makes the top-selling
organic liquid and bar soap brand in North America. The company's president since 1998, 42-year-old David
Bronner, is a ponytailed marijuana activist who drives a rainbow Mercedes that runs on French fry grease. David
is the grandson of Emanuel Bronner, and, along with his younger brother, Michael, he has turned Dr. Bronner's
into an instantly recognizable brand and a pioneer in sustainable business, from its vertically integrated organic
and fair-trade supply chain to its highly progressive labor practices. Dr. Bronner's has been able to pursue a kind
of radical purity that defies conventional business logic.
Problem/Challenge Snapshot: While those who use Dr. Bronner’s Pure Liquid Castile Soap [PLCS] are fanatical
about the brand, Dr. Bronner’s has never spent a dime on advertising. And quite frankly, the “natural soap”
category is getting more and more cluttered with competition.
Role of communication: Create brand awareness and greater brand equity for Dr. Bronner’s Pure Castille Soap.
Target audience/community: Gen-Xers between the ages of 40 and 49 who are realizing the greater importance
of greener living. They are working professionals who may have children (or not) who want to keep their
homesclean, by using greener, safer cleaning products.
But they have no idea that Dr. Bronner’s Pure Castille Liquid Soap is so versatile—with at least 18 different uses!
<http://www.lisabronner.com/dilutions-cheat-sheet-for-dr-bronners-castile-soap/>
*Current beliefs: Isn’t Dr. Bronner’s Pure Castille Soap interchangeable with all other eco-cleaning brands like
Mrs. Meyers and JR Watkins?
Desired beliefs (or outcome or action): Wow! I didn’t know that Dr. Bronner’s mission was rooted in
philanthropy and fairness: to be fair to their suppliers (work directly with farmers, fund community projects), to
treat their employees like family (5:1 salary ratio), to treat the earth like home (fair trade sourcing, no synthetic
ingredients), and to be an engine for positive change.
*Insight that revealshow we can motivate them: There’s so much more to living green than just buying eco-
friendly products. I can buy a great, versatile cleaning product from a business that cares deeply about everyone
who touches the brand.
Relevant topical cultural trend or tension: More and more people are into “doing good” for the environment
and are starting to feel like they can make little changes at home that make a difference. And why shouldn’t I buy
1 cleaning product that has dozens of uses made by a company that truly cares?
Category conventions we can challenge: You don’t have to be a crunchy, granola hippie to think ethically,
greener, and cleaner.
*Driving brand idea (or catalytic idea): Dr. Bronner’s PLCS practical cleaning solution for the consumer looking
to keep their home safe from the harsh, synthetic chemicals found in common, populra household cleaners.
*What supports that claim:
- Comes in 7 different scents + Baby Unscented
- Hemp and JoJoba Oils are ingredients, along with Olive Oil, Coconut Oil and Vitamin E from sunflower
seeds + citric acid from fermented tapioca
- We do not add any chelating agents, dyes, whiteners or synthetic fragrances
- Pure Castile Liquid Soap is 3 times more concentrated than any other “liquid soap”
- Better packaging: Plastic bottle packaging are made from 100% post-consumer recycled plastic
- Soaps are cruelty-free (no animal testing) and do not use animal ingredients
- Ethically-sourced, certified fair trade ingredients around the world
- Farming communities + projects have been funded by the company structure

3. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
Dr. Bronner’s PureCastile Liquid Soap [PAGE 2]
Describe the context for engagement/connection:
The best way to connect with our consumer is in grocery stores, in Target, during their commute (via car or
public transportation) on busy city streets in urban neighborhoods from late morning to evening, when people are
at their most attentive and free from work. A mix of digital, traditional, and disruptive media will effectively reach
our target audience.
*What could you DO or MAKE or BUILD to demonstrate your idea?
(This is the creative challenge)
Create an integrated ACTIVATION campaign that will have more people buy Dr. Bronner’s Pure Castile Liquid
Soap either in-store (like FairWay or Target) or online (DrBronners.com or Amazon.com).
Your BIG IDEA should surprise and delight and it should manifest itself in any of the following ways
(these are just thought-starters):
- Is it a billboard/outdoor campaign? A billboard that uses technology?
- Is it an interesting/unique print campaign?
- Is it inventive guerilla media like a pop-up shop?
- Is it something unique/unexpected that you see in a grocery store?
- Is it in the Sunday newspaper coupon inserts, but it’s unexpected for the medium?
- Is it an app or microsite that is fresh and unexpected?
You are required to create 5 components for this assignment and you will be working in teams of 3.
NOTE: A 3-ad print campaign counts as 1 component.

4. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
Mrs.Meyer’sClean Day [PAGE 1]
Mrs. Thelma A. Meyer is a real person with a real passion for keeping things neat and tidy. She is the inspiration
behind Mrs. Meyer's Clean Day-- household cleaners that work like the dickens but smell nice. Thelma, an avid
gardener, wouldn't have it any other way. The company was founded in 2001 by Thelma’s daughter, Monica.
With scents that are inspired by her Midwest backyard garden, and products that are chock-full of plant-derived
ingredients and essential oils, we're continuously channeling Thelma's passion for the environment. As a mother
of nine, she was no-nonsense, and had a sensible approach to living a healthy and balanced life. It's this balance
that we hope to achieve with the products we make.
Problem/Challenge Snapshot: Mrs. Meyer’s products are often compared to Dr. Bronner’s and JR Watkins, but
are not as well known. Both brands offer similar eco-friendly products with nice-smelling, natural ingredients, while
Mrs. Meyer’s products have the most extensive number of scents available, all inspired by her love of gardening.
Role of communication: Create brand awareness and greater brand equity for Mrs. Meyer’s Laundry products
(Liquid Detergent, Fabric Softener, and Dryer Sheets).
Target audience/community: Gen-Xers between the ages of 40 and 49 who are realizing the greater importance
of greener living. They are working professionals who may have children (or not) whowant to keep their
clothes/laundry clean, by using greener, safer cleaning products.
But they have no idea that Mrs. Meyer’s Clean Day has a line of laundry products.
*Current beliefs: Isn’t Mrs. Meyers interchangeable with all other eco-brands like Dr. Bronner’s and JR Watkins?
Desired beliefs (or outcome or action): Mrs. Meyers Clean Day Laundry products are gentle on fabric and
powerful on dirt and grime. And, I can do 68 loads of laundry with 1 bottle of detergent.
*Insight that revealshow we can motivate them: They’re tired of using harsh chemicals on their clothes. They
don’t believe the “green claims” being made by the leading laundry brands and want to be assured that they are
using the safest laundry products available.
Relevant topical cultural trend or tension: More and more people are into “doing good” for the environment
and are starting to feel like they can make little changes at home that make a difference. In addition, chemical
allergies are a real thing.
Category conventions we can challenge: You don’t have to be a crunchy, granola hippie to think green and
think clean.
*Driving brand idea (or catalytic idea): With Mrs. Meyers Clean Day Laundry products, you’d be surprised how
clean and fresh-smelling your laundry will be.
*What supports that claim:
- Made with natural essential oils.
- Cleans and freshens clothes without the use of phosphates.
- The results of third-party testing show that our products outperform other "green" brands and are on par
with, and often superior to, national brands.
- Our products do not contain chlorine bleach, ammonia, petroleum distillates, parabens, phosphates or
phthalates.
- We use concentrated, biodegradable formulas and at least 25% post-consumer plastic in our bottles.
- We do not test on animals.

5. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
Mrs.Meyer’sClean Day [PAGE 2]
Describe the context for engagement/connection:
The best way to connect with our consumer is in grocery stores, in Target, during their commute (via car or public
transportation) on busy city streets in urban neighborhoods from late morning to evening, when people are at their
most attentive and free from work. A mix of digital, traditional, and disruptive media will effectively reach our target
audience.
*What could you DO or MAKE or BUILD to demonstrate your idea?
(This is the creative challenge)
Create an integrated ACTIVATION campaign that will have more people buy Mrs. Meyer’s Clean Day Laundry
products either in-store (like Stop and Shop or Target) or online (MrsMeyers.com or Amazon.com).
Your BIG IDEA should surprise and delight and it should manifest itself in any of the following ways
(these are just thought-starters):
- Is it a billboard/outdoor campaign? A billboard that uses technology?
- Is it an interesting/unique print campaign?
- Is it inventive guerilla media like a pop-up laundr-o-mat?
- Is it something unique/unexpected that you see in a grocery store?
- Is it in the Sunday newspaper coupon inserts, but it’s unexpected for the medium?
- Is it an app or microsite that is fresh and unexpected?
You are required to create 5 components for this assignment and you will be working in teams of 3.
NOTE: A 3-ad print campaign counts as 1 component.

6. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
JR Watkins All-Purpose Cleaners [PAGE 1]
Founded in 1868, JR Watkins started as a door-to-door sales company that only sold Liniment (pain reliever).
Today, they boast a catalogue with 400 products, from health remedies, baking products and household cleaning
products. Most of the products are still sold by a sales force, AKA Home-Based Sales Consultant. Although you
have to look really hard to find JR Watkins’ products in-stores, Wal-mart has been selling 20 products since 2003.
Best of all, all of JR Watkins products have been made in the same factory for over 100 years.
“Crafted in the USA since 1968…naturally”
Problem/Challenge Snapshot: JR Watkins products are often compared to Dr. Bronner’s and Mrs. Meyers, but
are not as well known. Both brands offer similar eco-friendly products with nice-smelling, natural ingredients, while
JR Watkins products come in 6 scents; all with the Freedom Code of ingredients they avoid using.
Role of communication: Create brand awareness and greater brand equity for JR Watkins All-Purpose
Cleaners.
Target audience/community: Gen-Xers between the ages of 40 and 49 who are realizing the greater importance
of greener living. They are working professionals who may have children (or not) who want to keep their
homes/apartments/condos clean, by using greener, safer cleaning products.
But they have no idea that JR Watkins earth-friendly All-Purpose Cleaners are a viable option.
*Current beliefs: Isn’t JR Watkins interchangeable with all other eco-brands like Dr. Bronner’s and Mrs. Meyers?
Desired beliefs (or outcome or action): JR Watkins All-Purpose Cleaners smell great + work great. Plus, there
are no harsh chemicals or toxins.
*Insight that revealshow we can motivate them: They’re tired of using harsh chemicals to clean their homes.
They don’t believe the “green claims” being made by the leading cleaners (like Fantastic, Windex) and they want
to be assured that they are using the safest cleaning products available. Plus, why should I buy different products
to clean different things when JR Watkins All-Purpose Cleaner can clean all of them?
Relevant topical cultural trend or tension: More and more people are into “doing good” for the environment
and are starting to feel like they can make little changes at home that make a difference. In addition, more and
more people are developing allergies to harsh chemicals. Now you can clean, safer.
Category conventions we can challenge: You don’t have to be a crunchy, granola hippie to think green and
think clean.
*Driving brand idea (or catalytic idea):
With JR Watkins All-Purpose Cleaner, you’d be surprised how clean and fresh-smelling every part of your home
can be.
*What supports that claim:
- These All-Purpose Cleaners remove grease and grime from most surfaces including appliances, sinks,
countertops, floors, walls, fixtures, glass, wood, and so much more
- No harsh chemicals or toxins
- Streak-free
- Earth-friendly cleaner
- Aloe & Green Tea, Lavender, Lemon, White Tea & Bamboo, Coconut, Grapefruit

7. Creative Briefs
Eco-Friendly Project #3
Spring 2016: AD 382: Concepts II/Collura
JR Watkins All-Purpose Cleaners [PAGE 2]
Describe the context for engagement/connection:
The best way to connect with our consumer is in grocery stores, in Target, during their commute (via car or public
transportation) on busy city streets in urban neighborhoods from late morning to evening, when people are at their
most attentive and free from work. A mix of digital, traditional, and disruptive media will effectively reach our target
audience.
*What could you DO or MAKE or BUILD to demonstrate your idea?
(This is the creative challenge)
Create an integrated ACTIVATION campaign that will have more people buy JR Watkins All-Purpose Cleaner
products either in-store (like Trader Joe’s or Target) or online (JRWatkins.com or Amazon.com).
Your BIG IDEA should surprise and delight and it should manifest itself in any of the following ways
(these are just thought-starters):
- Is it a billboard/outdoor campaign? A billboard that uses technology?
- Is it an interesting/unique print campaign?
- Is it inventive guerilla media like a pop-up laundr-o-mat?
- Is it something unique/unexpected that you see in a grocery store?
- Is it in the Sunday newspaper coupon inserts, but it’s unexpected for the medium?
- Is it an app or microsite that is fresh and unexpected?
You are required to create 5 components for this assignment and you will be working in teams of 3.
NOTE: A 3-ad print campaign counts as 1 component.