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Here is my Radio Ad Creative Brief example for Lipton Tea.

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FINAL_ Radio Ad - Creative Brief Lipton Tea

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Product-Focused Strategy - Highlight products with fantastic taste and quality

Benefit Strategy - “drinking unsweetened black and green tea every day can help support a healthy heart”

- Creative Strategy Statement: To inform readers that Lipton Tea is the heart's healthiest option of tea because they are recommended by the American Heart Association and care about their overall well-being.

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Lipton Tea Radio Ad (Audio + Creative Brief Details)

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Lipton Tea Radio Ad (Audio + Creative Brief Details)

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Consumer-Focused - “Can help support a healthy heart”

Information Strategy - “Tea is one of the best sources of flavonoids in the diet”

Benefit Strategy - “drinking unsweetened black and green tea every day can help support a healthy heart”

Creative Strategy Statement: To inform readers that Lipton Tea is the heart's healthiest option of tea because they are recommended by the American Heart Association and care about their overall well-being.

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Lipton TV Ad (Story Board + Creative Brief Details)

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Lipton TV Ad (Story Board + Creative Brief Details)

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Product-Focused - showcase product in every scene with Jennifer Anniston in multiple forms

Information Strategy - Lipton tea can help you live a healthier lifestyle

Benefit Strategy - “drinking unsweetened black and green tea every day can help support a healthy heart”

- Creative Strategy Statement: To inform readers that Lipton Tea is the heart's healthiest option of tea because they are recommended by the American Heart Association and care about their overall well-being.

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Group Workshop Cliganic Radio Ad (Script)

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Group Workshop Cliganic Radio Ad (Script)

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Group Workshop Cliganic Radio Ad (Audio + Creative Brief Details)

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Group Workshop Cliganic Radio Ad (Audio + Creative Brief Details)

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Creative Strategy Statement: To convince new mothers that Cliganic is the organic choice of cotton balls because they are 100% pure cotton.

Strategy: Stamp of Approval: Celebrity endorsement

Tactics: Mother testimonial, GOTS Certified, Use of Slogan, Money Back Guarantee.

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Group Workshop Cliganic TV Ad (Story Board + Creative Brief Details)

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Group Workshop Cliganic TV Ad (Story Board + Creative Brief Details)

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Creative Strategy Statement: To convince new mothers that Cliganic is the organic choice of cotton balls because they are 100% pure cotton.

Strategy:

Stamp of Approval (Mother Testimonial)

Satisfaction Promised

Information Strategy

Tactics/Techniques Used:

Mother Testimonial

Slogan of “Choose Cliganic Cotton, Choose Care.”

GOTS Certified (Organic)

Guarantee: Money back guarantee

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Product Comparison Strategy - Compare the brand to other tea brands, what makes this tea different? Why is it better? Why buy this brand over other brands?
Tactics: Slogan of “Love Your Heart”, American Heart Association logo of support
Messaging Strategy: Consumer-Focused