Example Creative Brief

Pyramid Ales Web Creative Brief

CLIENT:

WEB SITE TITLE:

OBJECTIVES:

Pyramid Breweries

Pyramid/Thomas Kemper

To support the image of Pyramid and Thomas Kemper as brands that are contemporary, urban, hip and on top of it.

AUDIENCES

Men, 18-45. Obviously we're talking to computer literate guys who have a few more bucks to spend than the average person, and who might appreciate some new wrinkles done with the web. However, as beer-o-philes, they have an abiding interest in the technical aspects of all things--especially beer.

COMPETITION

The only significant microbrewery in the western U.S. with a web site is Redhook. Their site is very basic and devoid of personality. Undoubtedly other brewers will get on the bandwagon soon, but for now there's an opportunity to get in front of the pack.

STRATEGY

You should drink Pyramid or Thomas Kemper, because they're the beers that are poured whenever smart, hip, discriminating people get together for a good time.

EVIDENCE/COPY POINTS

+Incredible popularity of Seattle brewpub suggests that brands are tapped into the right social scene

+Presence of our brands at Bumbershoot, Summer Nights at the Pier, etc. lead the way to this "hip/social/urban" mystique

+Tons of technical detail on the recipes and beermaking process are available

MANDATORIES/CAUTIONS

Be careful not to tread too close to the Bass Ale red triangle; also avoid issues that suggest that Thomas Kemper Sodas are currently made by this company

TECHNOLOGY

Philosophically we want to incorporate as much new technology as we can afford, provided we don't make the site too slow or inaccessible for large numbers of viewers. We are willing, however, to forego viewability on pre-Version 3.0 AOL browsers

PERSONALITY/TONALITY Fun, social, slightly irreverent although serious about the beer, self-deprecating, accessible

RESPONSIBILITIES

President of the company will approve concept, copy and design

Pyramid Ales Web Creative Brief
CLIENT: WEB SITE TITLE: OBJECTIVES:	Pyramid Breweries Pyramid/Thomas Kemper To support the image of Pyramid and Thomas Kemper as brands that are contemporary, urban, hip and on top of it.
AUDIENCES	Men, 18-45. Obviously we're talking to computer literate guys who have a few more bucks to spend than the average person, and who might appreciate some new wrinkles done with the web. However, as beer-o-philes, they have an abiding interest in the technical aspects of all things--especially beer.
COMPETITION	The only significant microbrewery in the western U.S. with a web site is Redhook. Their site is very basic and devoid of personality. Undoubtedly other brewers will get on the bandwagon soon, but for now there's an opportunity to get in front of the pack.
STRATEGY	You should drink Pyramid or Thomas Kemper, because they're the beers that are poured whenever smart, hip, discriminating people get together for a good time.
EVIDENCE/COPY POINTS	+Incredible popularity of Seattle brewpub suggests that brands are tapped into the right social scene +Presence of our brands at Bumbershoot, Summer Nights at the Pier, etc. lead the way to this "hip/social/urban" mystique +Tons of technical detail on the recipes and beermaking process are available
MANDATORIES/CAUTIONS	Be careful not to tread too close to the Bass Ale red triangle; also avoid issues that suggest that Thomas Kemper Sodas are currently made by this company
TECHNOLOGY	Philosophically we want to incorporate as much new technology as we can afford, provided we don't make the site too slow or inaccessible for large numbers of viewers. We are willing, however, to forego viewability on pre-Version 3.0 AOL browsers
PERSONALITY/TONALITY	Fun, social, slightly irreverent although serious about the beer, self-deprecating, accessible
RESPONSIBILITIES	President of the company will approve concept, copy and design