pitching an energy beverage
DESCRIPTION
Strategic to creative development for a small, emerging energy beverageTRANSCRIPT
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OnDemand Presentation
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introductions
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assignment
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Build consideration for, and trial of, OnDemand among casual-to-heavy users of Enhanced Water Beverages.
Business Objective
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Develop a consumer target profile that represents the most relevant opportunity for the brand
Who to speak to?
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Develop a brand positioning for OnDemand that will differentiate its brand equities and product attributes within the Enhanced Water Category
What to say?
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Explore creative implications and media possibilities to best resonate and reach the target consumer
How to say it?
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Trade Research/Category Adjacencies
Quantitative Data (MRI)
Cultural Analysis
Online Survey
Store Visits
Semiotics Review
Consumer Trend Analysis
Social Media Observation/Influencer One-on-Ones
Our exploratory
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Competitive LandscapeCategoryTarget ConsumerBrand Equites & PositioningBranding & Creative ImplicationsMedia Approach
Agenda
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competitive landscape
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Primary: Enhanced WatersVitamin Water, Vitamin Water Zero, Smart Water, Sobe LifeWater, Propel
Secondary: Sports DrinksGatorade, G2, Powerade, Powerade Zero
Competitive landscape
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Vitamin Water
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Lifestyle Focus: Recreation, FunFlavor + Health Message (Zero Product)Efforts to Build “Badge Value” (image)
Vitamin Water, Vitamin Water Zero
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Sobe Lifewater
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Huge flavor focusClearly skews younger audience (and somewhat male)The “wild child” in the category
Sobe Lifewater
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Smart Water
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Image Advertising - Borrowed celebrity equityMessaging focus on “smart, savvy” Very little product attribute discussion
Smartwater
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Propel
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Fitness Focus - the water for working outFocus on the zero product thus zero calorie messageFemale skewBorrowed equity celebrity: Cindy Crawford
Propel
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Activate
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Sports Drinks
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category
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Consumer State of Affairs Total daily intake of calories from beverages has increased 94% to approximately 222 calories per day. The majority of Americans donʼt consume enough vitamins. Our diets are calorie rich and nutrient poor.
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Share ofStomach
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Enhanced Wateris Preferred
+3% +28% +76%
Retail Sales: 52-weeks ended May 2010
Beverage Marketing Corp, IRI, Mintel
+582%
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StruckAxiomResearchMasterbrand TMs lead the by category widening their portfolios
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StruckAxiomResearchHealth benefits lag primary/traditional category refreshment attributes
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StruckAxiomResearchOccasions don’t seem to change irrespective of enhanced beverage
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StruckAxiomResearchLow frequency and usage consideration may impact product relevancy
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StruckAxiomResearchConsumers believe juice, milk and protein drinks to be the best sources of vitamins in beverages
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StruckAxiomResearchYet vitamins are not part of a daily diet for 50% of the respondents
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CategoryPerceptions
HEALTHIER HYDRATION
IMA
GE
PER
FOR
M
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Low consumer awareness of vitamin erosion and potency loss in some EWBs
Hydration and refreshment are primary influencers and motivators, same as tot. beverage
Zero calories = diet; over-shadows vitamins
VitaminWater franchise has created personas for vitamins, dumbing down health benefits
Usage is lower, where will volume be earned?
Category observations
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Enhanced Water Beverages are becoming the cliche “zero” drink. Consumers are training themselves to feel better about their “healthier products” beverage choices instead of simply living healthier lives.
Category implication
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target consumer
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Target consumer - userDemographic
Age: 25-34, skews olderGeneration: Leading and Lagging MillennialsGender: 60-40, Female-MaleLocation: Boston; New England; Tri-State
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Lifestyle - Values to Nutrition and Health• I try to eat healthy and pay attention to my nutrition
• Often I eat my meals on the run
• I regularly eat organic foods
• I prefer to cook with fresh foods
• I prefer alternative medicine to traditional medicine
Target consumer - userProactive and accountable sensibilities towards health and wellness
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BeverageRepertoire
PURITY TECHNOLOGY
Highest indexing Non-alcoholic and CSD beverage brand usage
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Spending - Female26-35, single, no kids, $75k-100, Boston MA
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Spending - Male26-35, single, no kids, $75k-100, Boston MA
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Adults ages 25-34 (Millennials) are thirsty for healthier lifestyles and mindsets. They see the potential in thinking of possibilities; creating solutions to problems that prohibit the everyday freedoms they seek for, and from, a healthier social and physical environment.
Health and nutrition are the foundation of wellness. Millennial EWB drinkers want conscious beverages that offer good consequences through sustainable, active experiences.
Consumer profile
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Millennials need active, nourishing energy to turn on their world.
Consumer insight
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Whatʼs on on the inside? Millennial EWB drinkers seek to turn their bodies on to experience more fulfillment and enjoyment. Turning oneʼs body on is to wind it up, activate it, engage it, excite it, prime it, loosen it...itʼs idling and ready to go.
Being on is to taste the moment. A positive, refreshing and balanced emotional space, with no beginning or end, where winning is not the primary benefit or motive.
Consumer insight
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brand
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User-activated vitamin dosageStabilized (liquid-based) vitamins100% natural ingredientsNaturally sweetened with SteviaReverse osmosis water
Product attributes
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84 required daily minerals9 vitaminsTwist Release Cap technologyHimalayan Sea Salt
Points of difference
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To advancing Millennials ages 25-34, who strive to turn on possibilities, OnDemand is the only enhanced water that turns your body and mind on, because its Twist-Release technology, 84 minerals and 9 vitamin mix turns water on.
Positioning statement
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Brand pyramid
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VIDEO
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brand + creative implications
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Active/confidentEmpowering/positive/affirmingCurrent/relevantInnovative/surprising
Tone
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What you stand forWho you are
Brand voice
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BrandArchetypes
The Explorer
Core desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life
Strategy: journey, seeking out and experiencing new things, escape from boredom
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Importance of design aesthetic and imageBadge valueProduct perception and price point
Visual brand
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DesignFont, Colors, Product images, Graphic Style
Packaging enhancements Maximizing understanding of Cap technology, Label, Information hierarchy
Name and Logo
Visual brand
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Balancing the need to demonstrate product attributes (cap, vitamin story) while connecting emotionally with target and building brand (“turn water on”)
Advertising considerations
Trial, (Experience the turn, Live “on”)Leading people to point of sale
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media approach
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Media Thought-Starters Announce the arrival of On Demand in a targeted andefficient manner
Support distribution partners by showcasing commitment
Employ outlets that provide strong reach so we have the opportunity to speak with our audience
Consider visual media to build brand recognition
Drive trial
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source: GfK MRI Doublebase, 2010
Media TargetFocus
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MediaInsights
Magazines
2 ! read/week 11 read/month
Digital
21 hrs/week
Radio
15 hrs/week
Television 25 hrs/week Primetime 9 hrs/week
Cable 35 hrs/week
Outdoor
150 miles driven/week 21.4 miles driven/day
source: GfK MRI Doublebase, 2010
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Recommended Mix, Roles & Rationale
Digital • Ability to mobile geo-target to
drive to retail • Social media influencer
outreach
OOH/Guerilla • High impact visual medium,
opportunity to create buzz surrounding launch
• Ability to geo-target given distribution points
Radio • Cost-efficient mass market
reach vehicle • Frequency of message drives
brand recognition • Promotion & event execution to
encourage sampling
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Focus on best formats for our target and look for potential single owner group packages to drive efficiency
Engineer turn-key added value promotions to put product inconsumers hands
Use station remote/street teams to distribute collateral in major neighborhoods and at events that cater to the On Demand audience (i.e. road races, health & wellness events)
Gain entrance to major community events through station partnerships (i.e. Boston Marathon)
Radio Considerations
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Focus on areas where our target is most likely to want/need On Demand
i.e. Posters and collateral in gyms and health & wellness centers
Street Teams for distribution in neighborhoods near On Demand distribution and retail centers, city sports fields, gyms and heath/wellness centers to reach the right target, in the right place, at the right time
Use large format, high impact out-of-home placementsto showcase visual representation of the brand
Outdoor/Guerilla Considerations
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Reach on-the-go consumers via mobile ad-networks and streaming radio (i.e. Pandora)
Create two-way conversation to help educate consumers and create brand evangelists using social media platforms
Digital Considerations
Audio w/ Companion Tile displayed during duration of audio message (Android)
Standard Banner appears after audio ad concludes and music
resumes (Android)
Social; blogger outreach; paid endorsements
Audio w/ Companion Tile displayed during duration of audio message (Android)
Standard Banner appears after audio ad concludes and music
resumes (Android)
Social; blogger outreach; paid endorsements
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Recommended Budget Allocation
10%
56%
34%
$880,000
Outdoor
Radio
Digital
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Thank You
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appendix