Creative Process Document

This is what I got so far, but obviously there will be more added before we are all done.

Creative Process Document:


Stategy:

We are attempting to sell Charcoal to primarily middle-aged men; but also families and anyone who loves grilling. This includes college students, young adults, and older people; mostly male.

The barriers that generally stop people from grilling with charcoal is that Propane is generally more convenient. Propane grills can heat up in 2-3 minutes while charcoal grills take 20 minutes minimum to heat to cooking temperature.

Propane is also less messy. Coals will get you dirty and also cleaning a charcoal grill is much more work than cleaning a gas grill.


Research:

The fat from meats melt off and hit charcoal that is beneath it, creating smoke which flavors the meat in a way that propane does not.

Charcoal is much easier to manually alter the temperature of different sections of the grill. By bunching coals up on one side, the griller can either make a section hotter or cooler depending on what he/she is cooking.

Charcoal is more of an experience. In regards to the mainly male audience it is more manly to get down and dirty with charcoal and throwing a match on some lighter fluid, than to turn a knob and have the grill work like a stove.

Charcoal is cheaper. This is a major factor as to why charcoal is better but also an obvious one that may not have a place in ad campaigns for charcoal.


Creative Concepts:

Top Ten Reasons:
Top ten reasons to grill with charcoal and not Propane
Top ten reasons why propane sucks

Truth/Insight:

Visual Demonstrations:

Visual 180:

Visual Combinations:

Creative Benefits: