1. Creative Strategy Statement
Creative Strategy Statement
Ads will target professional aunts with no kids (PANKs) and will demonstrate the physical and
sexual health benefits of consuming oysters. A compelling and relatable illustration of the
excitement only oysters’ offer will convince them.
Advertising Plan
Key Fact: A recent study found that since PANKs do not have children of their own, they are
more likely to enjoy social activities such as hanging out with friends and dating.
Advertising Problem: Consumers do not like the consistency or taste of oysters and most are
unaware of benefits oysters provide to both their physical and sexual health.
Advertising Objective: To demonstrate how indulging on oysters can lead to a more enticing
and healthy lifestyle.
Target Consumer: Women ages 25 to 49 who are professionals and live a healthy, socially
active lifestyle and who fit into the Small Indulgences and Fantasy Adventure trends.
Competition:
Direct: Other types of seafood, specifically shellfish.
Indirect: Consumer perception of oysters, sexual enhancers, supplements
Key Consumer Benefit: Consumers will feel eager to try oysters and enjoy the positive qualities
they provide.
Support: New research shows that PANKs have a higher rate of full-time employment and they
are twice as likely as other women to be single. This means PANKs have more time and money
to spend on their social, family and dating lives. On average, PANKs receive more personal
enjoyment from their social interactions than other women. National TV, billboards, magazines,
newspapers.
Tone Statement: Light-hearted, conversational, compelling
Mandatories and Limitations: Logo, slogan.
3. Newspaper Advertising
The world would be a boring place if you never stepped outside your comfort zone.
Go ahead. You’ll entice more than just your taste buds.
Proof There’s More Than
One Way To Eat Something.
Try Something Different.
$20 Purchase*
OFF
$20 Purchase*5$Free AppetizerBuy One, Get One.
Oyster Cocktails
Try Oysters.
4. Magazine Advertising
The world would be a boring place if you never stepped outside your comfort zone.
Go ahead. You’ll entice more than just your taste buds.
Proof There’s More Than
One Way To Eat Something.
Try Something Different.
Try Oysters.
