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STRATEGIC ALLIANCE PITCH




DAVE HENNESSY
ACCOUNT EXECUTIVE/BRAND MANAGER
4.19.2012
BRAND OVERVIEW



Started in 1996
Headquartered in Norwalk, CT
A Pepsi, Co. brand
Produces a diverse range of teas, enhanced
waters and elixirs (“lifestyle soft drinks”)
SoBe (short for “South Beach”) represents the “vibe
and rhythm of the sunny neighborhood”
BRAND POSITIVES
HUGE product line that focuses on
healthy, vitamin-infused beverages

                                     Fun, innovative and
                                     experimental brand


 Large following on
Facebook and Twitter
RECOMMENDING A
     STRATEGIC PARTNERSHIP
WHAT WE WANT:
- Increased brand awareness and trial among non-users
- Continue positioning SoBe as a health-smart brand
RECOMMENDING A
    STRATEGIC PARTNERSHIP
RECOMMENDATION: CLIF BAR
        Started in 1990
        Headquartered in Emeryville, CA
        Produces all-organic energy and nutrition
        bars
        Food Philosophy: “Good food provides
        health, joy, and energy, and is a delight to
        the senses. And food, made right, can make
        the world a better place.” (via ClifBar.com)
COMPARE & CONTRAST



SoBe Consumer Profile

 • Mostly Gen Y
 • Active lifestyle
 • Healthy
 • Extreme sports
 • Lots of free time
 • Found in rural
 and working
 towns and cities
COMPARE & CONTRAST



Clif Bar Consumer Profile

 • Gen X and Gen Y
 • Health-conscious
 • Community-oriented
 • Risk-takers
 • Adventurous
COMPARE & CONTRAST




Pictured above: Spectra data shows there is approximately
one (1) buyer of SoBe for every six (6) buyers of Clif Bar.
MARKETING IDEAS
1. Co-sponsor a huge lifestyle event or competition
   - Marathon/Triathlon
   - Biking/Snowboarding/Skateboarding Competition

2. Partner with an organic/green organization and create
   an “Organic Energy Kit” product
   - Box kit with different flavor Clif Bars, SoBe drinks, and
   merchandise from the partner organization

3. Product placement on The Biggest Loser
   - Land a deal with NBC/The Biggest Loser that gets both SoBe
   and Clif Bar products onto the show for a full season
OPPORTUNITY
Clif Bar would support a SoBe brand partnership because:

• The SoBe brand both represents and supports healthy,
active lifestyles
• Both “Lifestyle soft drinks” (SoBe) and “health bars” (Clif
Bar) have niche target audiences
• Both brands understand the importance of community
and social media
PRESENTATION BY
      DAVE HENNESSY
ACCOUNT EXECUTIVE/BRAND MANAGER
            4.19.2012

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Strategic Alliance Pitch: Sobe and Clif Bar

  • 1. STRATEGIC ALLIANCE PITCH DAVE HENNESSY ACCOUNT EXECUTIVE/BRAND MANAGER 4.19.2012
  • 2. BRAND OVERVIEW Started in 1996 Headquartered in Norwalk, CT A Pepsi, Co. brand Produces a diverse range of teas, enhanced waters and elixirs (“lifestyle soft drinks”) SoBe (short for “South Beach”) represents the “vibe and rhythm of the sunny neighborhood”
  • 3. BRAND POSITIVES HUGE product line that focuses on healthy, vitamin-infused beverages Fun, innovative and experimental brand Large following on Facebook and Twitter
  • 4. RECOMMENDING A STRATEGIC PARTNERSHIP WHAT WE WANT: - Increased brand awareness and trial among non-users - Continue positioning SoBe as a health-smart brand
  • 5. RECOMMENDING A STRATEGIC PARTNERSHIP RECOMMENDATION: CLIF BAR Started in 1990 Headquartered in Emeryville, CA Produces all-organic energy and nutrition bars Food Philosophy: “Good food provides health, joy, and energy, and is a delight to the senses. And food, made right, can make the world a better place.” (via ClifBar.com)
  • 6. COMPARE & CONTRAST SoBe Consumer Profile • Mostly Gen Y • Active lifestyle • Healthy • Extreme sports • Lots of free time • Found in rural and working towns and cities
  • 7. COMPARE & CONTRAST Clif Bar Consumer Profile • Gen X and Gen Y • Health-conscious • Community-oriented • Risk-takers • Adventurous
  • 8. COMPARE & CONTRAST Pictured above: Spectra data shows there is approximately one (1) buyer of SoBe for every six (6) buyers of Clif Bar.
  • 9. MARKETING IDEAS 1. Co-sponsor a huge lifestyle event or competition - Marathon/Triathlon - Biking/Snowboarding/Skateboarding Competition 2. Partner with an organic/green organization and create an “Organic Energy Kit” product - Box kit with different flavor Clif Bars, SoBe drinks, and merchandise from the partner organization 3. Product placement on The Biggest Loser - Land a deal with NBC/The Biggest Loser that gets both SoBe and Clif Bar products onto the show for a full season
  • 10. OPPORTUNITY Clif Bar would support a SoBe brand partnership because: • The SoBe brand both represents and supports healthy, active lifestyles • Both “Lifestyle soft drinks” (SoBe) and “health bars” (Clif Bar) have niche target audiences • Both brands understand the importance of community and social media
  • 11. PRESENTATION BY DAVE HENNESSY ACCOUNT EXECUTIVE/BRAND MANAGER 4.19.2012