The creative brief is for a Gillette Fusion razor marketing campaign. It outlines that the Fusion promises a closer shave than competitors with its 5 blades, but that refill blades are expensive. The target consumer is men who care about their appearance of all ages. The goal is to increase awareness and sales by convincing consumers that the money spent on the Fusion is worth it for a close shave through a humorous, sarcastic advertising approach.

1. Creative Brief

2. Product: Gillette Fusion

3.  The Refills are  In Australia it was
expensive .The cost given the Golden
for blades is over dumb award for
ten dollar ! using to much
 The New York Times packaging .
claims 5 blades is
bad for your skin !
Key Issue (problem)

4. The Gillette Fusion
promises a closer
shave then other
brands.
The Promise

5. The Gillette Fusion
unlike other razors
has 5 blades which
means you get a
much closer shave
then apposed to the
guy using the three
blades.
The Support

6. Our competition

7. Different Ad’s by Shcick

8. The Target
Consumer
The Fusion is for men who are
trying to look their very best.
People who are likely to use
this product care about their
image. This product is for men
of all ages.

9.  Create awareness of the product.
 Increase sales of product.
Desired Behavior

10. We want consumers
to walk away with
knowing they will get
a close shave . And
also know the money
they spent on this
product was well
worth it .
Target Net Impression

11. Since the reason
many consumers
don’t buy the fusion
we want to take a
more funny sarcastic
approach to why
people need the
fusion in there live
Tone & Manner