What I Did:

For our project, I worked in a team of five to complete six deliverables that would help us arrive at a campaign rooted in consumer insights. Our final deliverable was an extensive report on all of our research and creative work. 

I was specifically responsible for writing our group’s creative brief and creating consumer personas. To do this, I first analyzed the primary and secondary research that our group conducted. We went to local grocery stores and markets to observe consumer behavior, and utilized MRI Simmons to conduct crosstab analyses of our prospective target audience. We noticed that consumers, particularly in college, tend to prioritize drinks with performance enhancing capabilities, whether that be energy drinks or protein shakes. We also noticed that Sunkist is the only orange soda brand to have caffeine, and therefore decided to make that fact the emphasis of our campaign. Using this, I developed two user personas that would be susceptible to Sunkist’s unique qualities, and built out a creative brief that could guide a team of creatives to make compelling content.