This morning I was looking at old assignments from previous semesters. The assignment posted below was from advertising copywriting class I took back in 2010 with Professor Schachter at FIT.  (Same professor that assigned this blog) I wonder what grade I got on this assignment???

Creative Brief for Sketchers Shape-ups

Product: Sketchers, Shape-ups

What is the business objective? To introduce a new line of sneaker from Sketchers Fitness Group.

 How can advertising help accomplish this objective? Advertising will convince consumers that Shape-ups have the technology to tone muscles by burning more calories and improve posture, anywhere or anytime.

Who is the target consumer? Women who are looking to improve physique and posture in a way that allows them to accomplish this throughout the day. Age 20-35.

Women are constantly searching for new ways to improve their body, especially when it comes to burning calories and toning muscles. It takes time and a large amount of commitment in order for most women to achieve the level of fitness they desire. This is because of factors such as time constraints from other responsibilities, such as work, family, household work, social life, etc. Other factors exist like lack of confidence or knowledge of fitness training. A product that can deliver fitness improving benefits, like burning calories, toning muscles, and improving posture while still allowing the consumer to participate in their daily routine at the same time is appealing.

What do we want the target consumer to know about the product? That Shape-ups are designed to burn calories, tone muscles, and improve posture while you wear them throughout the day.

Why will they believe this is true? Shape-ups were designed by the Sketchers Fitness Group in order to achieve these fitness-improving benefits. The advertisement includes a link for consumers to “share your story at myshapeups.com” in order to read first hand accounts of Shape-up users.

Advertisement Description:

This ad is for a new line of sneaker by Sketchers called Shape-ups. The headline is “SHAPE-UP ANYWHERE!” The visual is a woman in her mid to late 20’s wearing the sneaker, also 3 visuals of the sneaker in different colors are displayed. The body copy states what the sneaker is designed to do and where Shape-ups can be purchased.  At the bottom there is a link for consumers to “share your story at myshapeups.com.”

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