+ Background: The avozilla is new to the fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. I would suggest the an appropriate archetype for the avozilla is ‘the idealist or innocent’ archetype. This archetype attributes: trusting, honest, pure, loving. Because this is in food category, this archetype would make people trust in avozilla, also they could feel the pure in the food.
+ Objectives: To raise awareness of this new product, encourage trial and repeat purchase.
+ Target audiences: The target audience of Avozilla would be for woman aged 30-55, they have family and they have responsibility for caring their family. They always want the best thing to their children and family with a reasonable price and good quality.
+ Proposition: The avozilla would bring healthy meals for family.
+ Substantiation: Avozilla is tasty and healthy. Also it could combine with other food to make a tasty meal. And avozilla brings a lot of benefits for their consumers’ health.
+ Tone of voice: happiness, caring
+ Media requirements: A4 Print advertisement.
+ Mandatories: Logo, web address.
