THE ASK

Create a creative brief for Clif Kid

The following brief was prepared for Account Planning Fall 2017 Martin Agency Richmond presentations. 

 

CLIFKID_logo.jpg


BRAND SITUATION

Born of the multimillion dollar Clif Bar & Company, Clif Kid was introduced to meet the nutritional needs of active kids. Clif Kid advertising focuses on outdoor play, much like the parent Clif brand advocates for athletic endurance. However, it only tells part of the story: parents want their kids to be more than just a healthy body.  

POINT OF TENSION

The messaging around healthy kids’ snacks is focused on physical energy. Kids don’t just need energy to conquer the playground; they need it to grow their minds, solve problems, and develop new skills.

 

 

OBJECTIVE

Position Clif Kid as the best snack choice for parents who want to foster their child’s curious minds.

TARGET

“Playdough Parent”

We’re defining the playdough parent as a parent who is committed to nurturing their child’s cognitive development inside & outside of the classroom. Not only do they want their children to be healthy and active, they also want them to make creative discoveries (playing with playdough is just one example of this kind of activity). Playdough parents are college educated, middle to upper-class, and have children between the ages of 2 and 13.

WHAT DO WE KNOW ABOUT THEM?

  • They’re always on the go.

    • 20% say their children’s schedules are too hectic. (Pew Social Trends)

    • “Busy lives of parents and children mean less time for sit-down meals and increased demand for portable on-the-go snacks.” (Mintel)

  • They consider nutritional value/read the label when purchasing snack foods

  • They say one of the hardest things about parenting is feeling uncertain about whether they’re making the best choices for their child.

CONSUMER INSIGHT
 

Parents are most proud of their kids when their kids are figuring things out for themselves. In order to keep discovering their world, kids need to eat nourishing food to keep up their mental & physical stamina.


STRATEGIC STATEMENT

Clif Kid: Fuel beyond the playground.