Brief
Note: This creative brief is is not connected to a product/service and is purely speculative.
Medium: Magazine (print), glossy.
Target audience: High income, style-conscious, independent.
Product: A new drink that sits in the health/refreshment niche. It has health benefits and is also pitched as a classy and non-alcohol alternative to be consumed during lunch or dinner, and at receptions and parties.
Your brief: Produce copy for a print ad in the above magazine. You get to name the product, and focus on what you feel is important – the benefits, ingredients, taste, style, what it says about the consumer.
Product Name
Kensho
Product Description
Lightly carbonated mineral water with a hint of Japanese green tea
Target Market
Female, wealthy, style conscious, independent – gym bunnies and yummy mummies
Brand Character
Keywords: natural, healthy, crisp, hydration, Zen, koan, oriental mysticism, yoga.
Tagline
Inspired Refreshment
Idea
The word ‘Kensho’ is a Zen Buddhist term meaning ‘enlightenment’.
The Buddhist water libation ceremony involves the ceremonial pouring of water from a glass into a vase, drop by drop, and concludes ceremonies, donation celebrations and feasts. This ceremonial libation is done to share the accrued merit with all other living beings in all 31 planes of existence.While the water is poured, a confession of faith, called is recited and led by the monks. The earth goddess Vasudhara is invoked to witness these meritorious deeds. Afterward, the libated water is poured on soil outside, to return the water to Vasudhara. Prior to colonial rule, the water libation ceremony was also performed during the crowning of Burmese kings.
The woman drinking Kensho is like the goddess – unto whom the libated water is offered.
For the modern woman, Kensho is ‘Inspired Refreshment’– keeps her feeling, fresh, natural and healthy. Salvation not salivation.
However, this needs to be taken with a pinch of salt to avoid the brand message being deemed too serious or parodied.
e.g. – ‘Learn to recognise that tell tale tingle on the tongue, the moment that precedes the precise point of salivation.’
Execution
Print:
Visual
A group of ladies at lunch. Five of them. There is a half full bottle of Kensho on the table. A full glass has been knocked over so it spills from the table to the floor onto an expensive handbag. They all look on it horror in different ‘shocked’ poses – a tableau.
Copy
“In Buddhist ceremonial tradition, water was poured drop by drop from glass to vase and poured on the ground as an offering to the earth goddess.
She didn’t have a thing for handbags though.
Bow to your need for hydration
Kensho - Inspired Refreshment”
Ad 2
Visual
A sumo wrestler sits at a restaurant counter, with plates piled high next to him as he gorges himself. An adoring fan look up at him in awe, she’s drinking a bottle of Kensho.
Copy
“The Japanese see beauty in nature’s imperfections.
No wonder sumo wrestlers are so highly regarded.
Bow to your need for hydration.
Kensho - Inspired Refreshment”
