Presentation I did for Advertising 321 - Copywriting For Print

1. Adrienne
Andaya
Copywriting
f or
Print

2. Creative
Brief
Client
PEZ Candy
Target Audience
Teenagers, young adults, and
adults who are care-free and
all about having fun

3. Creative
Brief
Current Perception
Children see it as a fun and interactive
way to eat and play with candy.
Adults perceive them as collectibles that offer
a throwback into American pop culture and
old-time cartoon classics

4. Creative
Brief
Desired Perception
Candy that is fun and lovable, enjoyable
for people of all ages. A candy that acts
like a wingman, a way to catch people’s
attention.

5. Creative
Brief
Key Message
It’s just the candy to everyone’s hearts.

6. Creative
Brief
Reasons to Believe
It’s classic.
It’s addicting.
It has a lot of flavors.
It’s bound to have one of your
favorite cartoons from growing up.

7. Creative
Brief
How many can
you name?

8. Creative
Brief
Truth is, we’re
familiar with
most, if not all
of them.

9. Copy
Approaches
Misdirection approach
Just like the spirit of this brand, this type of
approach creates a tone and personality that is
fun and quirky.
Misleading readers to think a certain
way and lead to a sublime making
a more lasting impression

10. Inspiration

11. Rough
S ketches
Environments
Inspiration

12. Final
R esult
In single-page
magazine spreads
The
way
t o
e veryoneʻ’s
h eart

13. The
way
t o
e veryoneʻ’s
h eart

14. Final
R esult
Posters in MTR
stations, bus wraps,
and streets

17. Billboards located
indoor and outdoor
Final
R esult
Billboards located indoor and outdoor, MTR & bus stations

18. Environments
In single-page magazine spreads

19. Environments
Posters in MTR stations, bus
wraps, and streets

20. Environments
Billboards located indoor and
outdoor, MTR & bus stations

21. Thank
You!