Creative Brief
What is the task?
- Create a campaign tagline or headline for the release of Monster Energy Passionfruit which will debut on April 22, Earth Day.
What is the goal?
- To demonstrate brand support for environmental consciousness and encourage consumers to buy Monster Energy Passionfruit
Why do we need this?
- To entice consumers to drink Monster Energy Passionfruit and establish strong brand values towards environmental consciousness and sustainability in support of Earth Day 2025.
Who are we speaking to?
- Passionate, rebellious, and socially conscious millennials (born between 1981 and 1996) who seek a high-energy lifestyle and prioritize environmental sustainability.
What will make them listen/read/engage our material?
- This audience segmentation (millennials) prefers funny and visually compelling content and is more likely to engage with content that meets this criteria. (PR 535)
Where will the story get told?
- This story lives on social media because 82% of millennials use social media to engage with brands, according to USC MAPP.
Headline
Then craft a campaign tagline or headline suitable for an OOH or print advertisement:
“MONSTER POWERED. GREEN FOCUSED.“
This tagline credits Monster Energy drink as a beverage selection that provides power for consumers to dedicate their energy and focus towards “green” initiatives.