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The Creative Brief, Mike Sukle

RED VINES LICORICE

Why are we trying to get people’s attention?
Red Vines and Twizzlers have been in competition for nearly 100 years.

Who are we talking to?
The client will tell you; the young, the young at heart. But the truth is there’s an entire audience of passionate people that fall in love with original brands. They cross ages. Defy demographics. But most importantly they are passionate, almost cult-like about the brands they adopt as their own. We have some of these people. We want a lot more.

What do we expect to accomplish?
Red Vine should become the next cult pop icon in this country. It should be mentioned with the likes of PBR and Chuck Taylors. This wave of intense fanaticism should help to crush Twizzlers market share reducing them to a blip on the screen and end the century long competition.

The current state of thinking:
Red Vines and Twizzlers are interchangeable, if there is a preference it’s slight.

The desired state of thinking:
Red Vine is the original. The authentic iconic American licorice. It’s the cool and hip candy.