Strategic to creative development for a small, emerging energy beverage

1. OnDemand
Presentation

2. introductions

3. assignment

4. Business Objective
Build consideration for, and trial of,
OnDemand among casual-to-heavy
users of Enhanced Water
Beverages.

5. Who to speak to?
Develop a consumer target profile
that represents the most relevant
opportunity for the brand

6. What to say?
Develop a brand positioning for
OnDemand that will differentiate its
brand equities and product attributes
within the Enhanced Water Category

7. How to say it?
Explore creative implications and
media possibilities to best resonate
and reach the target consumer

8. Our exploratory
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

9. Agenda
Competitive Landscape
Category
Target Consumer
Brand Equites & Positioning
Branding & Creative Implications
Media Approach

10. competitive
landscape

11. Competitive landscape
Primary: Enhanced Waters
Vitamin Water, Vitamin Water Zero, Smart
Water, Sobe LifeWater, Propel
Secondary: Sports Drinks
Gatorade, G2, Powerade, Powerade Zero

12. Vitamin Water

21. Vitamin Water, Vitamin Water Zero
Lifestyle Focus: Recreation, Fun
Flavor + Health Message (Zero Product)
Efforts to Build “Badge Value” (image)

22. Sobe Lifewater

28. Sobe Lifewater
Huge flavor focus
Clearly skews younger audience (and
somewhat male)
The “wild child” in the category

29. Smart Water

33. Smartwater
Image Advertising - Borrowed celebrity equity
Messaging focus on “smart, savvy”
Very little product attribute discussion

34. Propel

36. Propel
Fitness Focus - the water for working out
Focus on the zero product thus zero calorie
message
Female skew
Borrowed equity celebrity: Cindy Crawford

37. Activate

39. Sports Drinks

42. category

43. 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.

44. Share of
Stomach

45. Enhanced Water
is Preferred
Retail Sales: 52-weeks ended May 2010
Beverage Marketing Corp, IRI, Mintel
+3% +28% +76% +582%

46. StruckAxiom
Research
Masterbrand TMs lead the by category
widening their portfolios

47. StruckAxiom
Research
Health benefits lag primary/traditional
category refreshment attributes

48. StruckAxiom
Research
Occasions don’t seem to change
irrespective of enhanced beverage

49. StruckAxiom
Research
Low frequency and usage consideration
may impact product relevancy

50. StruckAxiom
Research
Consumers believe juice, milk and protein
drinks to be the best sources of vitamins
in beverages

51. StruckAxiom
Research
Yet vitamins are not part of a daily diet for
50% of the respondents

52. PERFORM
Category
Perceptions HEALTHIER HYDRATION
IMAGE

53. Category observations
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?

54. Category implication
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.

55. target
consumer

56. Target consumer - user
Demographic
Age: 25-34, skews older
Generation: Leading and Lagging Millennials
Gender: 60-40, Female-Male
Location: Boston; New England; Tri-State

57. Target consumer - user
Proactive and accountable sensibilities towards health and wellness
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

58. Beverage
Repertoire
Highest indexing
Non-alcoholic and CSD
beverage brand usage
PURITY TECHNOLOGY

59. Spending -
Female
26-35, single, no kids,
$75k-100, Boston MA

60. Spending -
Male
26-35, single, no kids,
$75k-100, Boston MA

61. Consumer profile
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.

62. Consumer insight
Millennials need active, nourishing
energy to turn on their world.

63. Consumer insight
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.

64. brand

65. Product attributes
User-activated vitamin dosage
Stabilized (liquid-based) vitamins
100% natural ingredients
Naturally sweetened with Stevia
Reverse osmosis water

66. Points of difference
84 required daily minerals
9 vitamins
Twist Release Cap technology
Himalayan Sea Salt

67. Positioning statement
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.

68. Brand pyramid

69. VIDEO

70. brand + creative
implications

71. Tone
Active/confident
Empowering/positive/affirming
Current/relevant
Innovative/surprising

72. Brand voice
What you stand for
Who you are

73. Brand
Archetypes
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

74. Visual brand
Importance of design aesthetic and image
Badge value
Product perception and price point

75. Visual brand
Design
Font, Colors, Product images, Graphic Style
Packaging enhancements
Maximizing understanding of Cap technology, Label, Information
hierarchy
Name and Logo

76. Advertising considerations
Balancing the need to demonstrate
product attributes (cap, vitamin story)
while connecting emotionally with target
and building brand (“turn water on”)
Trial, (Experience the turn, Live “on”)
Leading people to point of sale

77. media approach

78. Media Thought-Starters
Announce the arrival of On Demand in a targeted and
efficient 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

79. Media Target
Focus
source: GfK MRI Doublebase, 2010

80. Media Digital Magazines Television
25 hrs/week
Insights
21 hrs/week 2 ! read/week
11 read/month Primetime
9 hrs/week
Cable
35 hrs/week
Radio Outdoor
15 hrs/week 150 miles driven/week
21.4 miles driven/day
source: GfK MRI Doublebase, 2010

81. Recommended Mix, Roles & Rationale
Radio OOH/Guerilla
• Cost-efficient mass market • High impact visual medium,
reach vehicle opportunity to create buzz
• Frequency of message drives surrounding launch
brand recognition • Ability to geo-target given
• Promotion & event execution to distribution points
encourage sampling
Digital
• Ability to mobile geo-target to
drive to retail
• Social media influencer
outreach

82. Radio Considerations
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 in
consumers 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)

83. Outdoor/Guerilla Considerations
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 placements
to showcase visual representation of the brand

84. Digital Considerations
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 Audio w/ Companion Tile
displayed during duration of
audio message (Android)
Audio w/Standard Banner appears after
Companion Tile
displayedaudio ad concludes and music
during duration of
resumes (Android)
audio message (Android)
Standard Banner appears after
audio ad concludes and music
resumes (Android)
Social; blogger outreach; paid endorsements
Social; blogger outreach; paid endorsements

85. Recommended Budget Allocation
Digital
10%
34% Outdoor
$880,000
Radio 56%

86. Thank You

87. appendix