1. Positioning Recommendation:
It’s not about weight loss; it’s about changing your life.
A short-term solution, for long-term success.
Support:
Research shows that Metabical, a one-a-day pill in a 12-week program, is
proven to help overweight individuals lose weight. Because it does not have very
many negative side effects associated with excess fat and calories in diet, it also
helped with behavior modification and healthier eating habits in those in the clinical
trial. Excess weight is a recognized public health crisis in the United States and
Doctors recognize the need for a program with short-term results and long-term life
changes. They know a pill is not a long-term solution, so the implementation of the
Metabical Support program would ensure the success of the Metabical 12 week
process, as it assists in modifying behavior and making healthier life choices, and
maintaining those choices over long periods of time.
With over 60% of the United States willing to lose weight at any given time
and with so many options on the market, we want to make sure that we position
ourselves as the go-to drug that isn’t promising the world, but promising the
possibility of getting your world back in your control.

2. Creative Brief
1. Why are we advertising at all?
a. To provide the target audience with information regarding a
prescription drug specifically for overweight individuals.
2. Who are we talking to?
a. Overweight adults with a BMI between 25 and 30
b. Women who “Want to fit into their skinny jeans”- between the age of
25 and 40 and who wish to lose the weight and do the work to do so.
3. What do we know about them?
a. Make up part of the 65% percent of Americans who are currently
overweight or obese.
b. College Educated
c. Household income between $50,000-$80,000
4. What should we be telling them in our advertising?
a. Less severe side effects than with Alli
b. Helps modify behavior
c. Lose between 15 and 26 lbs. in 12 weeks
d. Simple and effective
5. What is our brand position?
a. FDA approved safe and effective way to lose weight.
6. What are our brand values?
a. Safe/ Clinically proven
b. Engineered for weight loss, but made to modify behavior.

3. c. Designed to support you along the entire process
7. What can we offer to support our message(s)?
a. Planned Support Program
b. Clinical trial results
c. Health care providers assisting with our product.
8. What are the media requirements?
a. Direct-to-Consumer advertising (radio, online, TV and print media)
b. Celebrity endorsement?
9. What are the legal and mandatories?
a. Must be within FDA guidelines for drug advertisement