In 2008, Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. During the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars, the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli. The creatives were engaged in:

Question

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The creatives were engaged in brainstorming, which involves generating as many ideas as possible without any criticism or evaluation. This allows for a free flow of ideas and encourages creativity.

In 2008, Mars Snack Foods' Dove Brand Launched a Line