Reverse brief

1. What are the client’s objectives for the job? Why are we advertising?

Baileys needs to have more consumers. They believe by targeting the male audience as well, more sales will be achieved. They are also holding a holiday competition which also needs to be advertised.

2. Who are we talking to?

• Bussiness men and women who like a drink after a long day that is enjoyable.
• Host who want a drink that is simple and tastes good.
• young men and women over 18 who party often and are tired of standard drinks such as vodka.
  

3. What do they currently think about our sector/industry and our brand?

So far Baileys has targeted the female audience. Making the male population feel as if it is a feminine drink.

4. What do we want them to think?

Baileys is the drink for me. It is great for parties, when I'm out or just relaxing after a long day. And drinking it does not make me less manly.

5. What do we want them to do?

Buy and drink Baileys

6. What is the single most important proposition? (this is sometimes referred to as the UPS – Unique Selling Proposition)

Baileys is like nothing else

7. Why should they believe it?

• No other drink like Baileys
• It's unique with its flavour and texture
• resonably cheap
  

8. What is the offer?

Win a weekend away for the girls and the guys when you buy any two Baileys products.

9. How should we speak to them?

• Tone should be fun
  

10. Mandatories

• Baileys bottle or drink
• include competition
  

11. Creative guidelines

• Happy endings happen with Baileys
• Should have bought Baileys
• Only with Baileys