Quikrete creative brief
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Quikrete wants to promote its epoxy garage floor coating to leverage the brand's reputation in concrete. The target is male homeowners aged 25-54 who take pride in their garages. The communication objectives are to position Quikrete's epoxy coating as a durable option that provides strength, protection, and an attractive semi-gloss finish, while preventing hot tire pickup. The tone should be tough, confident, and emphasize Quikrete's expertise as the largest concrete manufacturer.
Quikrete creative brief
- 1. Quikrete Epoxy Garage Floor Coating What are the business issues and objectives? Quikrete is the leader and largest manufacturer of concrete. Chances are if you have concrete around your house, its Quikrete. However when it comes to cement coating, consumers don’t think of the Quikrete brand as a logical option. Our opportunity is to leverage the Quikrete name as a real contender in the coating solutions game that can seal, protect and strengthen one’s concrete garage floor. What are the communication objectives? Put the Quikrete Epoxy Garage Floor Coating brand in the consideration set of men looking for cement coating products. Target overview Males, ages 25-54, who own a home with a garage. Who are we talking to and what do we know about them? Garage enthusiasts who love to fix and create things. To him, the garage is the most sacred place in the house – an escape from everyday responsibilities. While his wife controls the other rooms in the home, the garage is the one place that is truly his space and can dictate how it looks and feels. He takes pride in keeping it in good condition and maintaining its integrity is something that is very important to him. The foundation of the garage starts from the floor, so keeping it in good shape is an important aspect. He wants to be reassured that his floor can stand up to the punishment that he and the natural elements inflect on it, but also looks good and is easy to maintain. The Idea Give your garage floor a coat of confidence Quikrete gives you the confidence that your garage floor stays tough, durable, easy to clean, and still look good – no matter what. Reasons to believe it: •Provides extra Strength and Protection- Bond-lock technology provides a coating that is 2 times stronger than standard concrete flooring alone protecting against any type of peel, scratch or stain. •Enhances your floor’s overall Image – One-coat leaves floors with a beautiful semi-gloss finish. •Leaves no hot tire pickup - Quikrete Epoxy guarantees never to lift, melt or peel the paint off your garage floor. •King of Concrete - Quikrete is the largest manufacturer of concrete in the United States. What is the tone and feel of the communication? Tough, Confident, Experienced