1. 1
EXECUTIVE SUMMARY
ACTIVADE PURE
A/er analyzing the market opportunity, compeBBon and consumer trends, we posiBoned ACTIVADE PURE as a
HEALTHY ENERGY DRINK FOR WOMEN.
Since it is a new product, our aim was to educate and inspire through rich media content that promotes all the exciBng experiences that
enrich one’s life. Secondly, we had to generate trial and the best way to do that was to acBvate potenBal consumers through
convergent content that drives credibility on ACTIVADE PURE ’s benefits using 3rd party blogger reviews.

2. IN THE UK
2
Competition and Market Opportunity
Squared Online Module 4 - Project
ESTABLISHED ENERGY DRINKS
BIG PLAYERS WITH 98% MARKET SHARE
1
ESTABLISHED SPORTS DRINKS
SPORTS PERFORMANCE
2
DIRECT COMPETITORS
HEALTHY, NUTRITIONAL DRINKS
3
SUNSOUL, VITAMIN WATER, PUREDEYZLUCOZADE, POWERADE, MOUNTAIN DEWREDBULL, MONSTER, ROCKSTAR
MARKET OPPORTUNITY
ACTIVADE PURE contains vitamins, nutrients, and natural energy enhancers specific to the daily needs of acKve
women. It is the perfect response to the following market trends:
- Healthy nutriKon segment is growing due to growing health concerns and consumer awareness
- Women consumers (incl. mothers) present growing market opportunity and yet under supplied
- The lifestyle segment is growing vs. sports performance. Energy drink consumpKon more than doubled vs. LY

3. 25-45 year olds
3
CONSUMER SEGMENTATION
Squared Online Module 4 - Project
BUSY BEES
25-45 y,o. w
Main goal: mulK-tasking
while staying healthy
Lifestyle: busy schedule,
involving meeKngs and long
commutes.
Nutri3on: they control what
they eat, drink coffee to keep
focused
Channels: Social Media (FB,
Instagram, Whatsapp,
Pinterest), organizing apps
(Evernote)
ZEN MUMS
25-45 y,o. w
Main goal: to feel mentally
and physically balanced
Lifestyle: having a child has
made them more in tuned
with their body and their
health needs
Nutri3on: products with
high nutriKonal content, that
make them feel balanced
Channels: SM - Facebook,
Instagram, Snapchat,
Pinterest. Smartphone,
Search (info)
THE MILLENIALS
25-35 y,o. w
Main goal: have energy to do
everything at once.
Lifestyle: social life is
extremely important. Offline
events are mixed with online
sharing on Facebook or
Instagram to enhance the
experience.
Nutri3on: energy drinks keep
them going, looking for
healthier alternaKves
Channels: SM - Facebook,
Instagram, Snapchat,
Pinterest.
ACTIVELY TUNED IN
18-40 y,o. w
Main goal: feel good, look
good and enjoy long-term
health
Lifestyle: acKve, need to
track their workout progress,
stay determined.
Nutri3on: healthy instead of
performance enhancing
Channels: smartphone
(organizing, tracking acKvity),
Facebook, Search (info on
health).
Consumer trend: Women are growingly having an acBve lifestyle (whether it includes sports, everyday tasks, balancing life-work or an acBve social life)
They are also becoming increasingly health aware.

4. ACTIVADE PURE
4Squared Online Module 4 - Project
CUSTOMER JOURNEY

5. ACTIVADE PURE
5
PRODUCT POSITIONING
Squared Online Module 4 - Project
PRODUCT OFFER
AcBvade Pure differenBates from sports drinks.
It’s for everyday use, not just for sport acBviBes.
And vs. energy drinks it’s healthy, without extra
sugar or caffeine.
100% YOU.
Happy, healthy, ENERGIZED.
Brand role: AcBvade Pure empowers you to do
everything you set your mind to.
Emo>onal benefit: allows you to be yourself,
natural, no enhancements.
Func>onal benefit: Healthy energy. No added sugar,
no chemicals.
CONSUMER NEEDS
Our target currently drinks energizing, not
energy drinks (ex. coffee, fruit juice).
But needs a healthy alternative that can
be convenient to carry and fits naturally
within their current lifestyle

6. PORTFOLIO STRATEGY
6
ACTIVADE PURE
Squared Online Module 4 - Project
The ACTIVADE brand shows a decline in awareness and market differenBaBon
To solve, ACTIVADE PURE takes posiBon 1 within the brand hierarchy
primary: content is opBmised towards driving Pure’s awareness to target consumer and establishing differenBaBon
secondary: li/ing and amplifying the parent ACTIVADE brand
FROM ATHLETIC PERFORMANCE TO LIFESTYLE
ACTIVADE ORIGINAL
What it feels like to
be the best you can
be.
ACTIVADE PRO
What it feels like to
push your limits
ACTIVADE PURE
What it feels like to
go for it.

7. ACTIVADE PURE
7
Marketing Objective (DMMM)
Squared Online Module 4 - Project
OBJECTIVES
DIGITAL FIRST
Inspire through Hero content showcasing
online experiences
Educate through Hygiene content
showing everyday situaKons
Convince through Convergent content
involving blogger partnerships
Other digital channels:
Website + Mobile app (owned), Display
ProgrammaKc(paid), Search (organic, paid)
SALES CHANNELS
GOALS KPIs TARGETS
Position and create
Awareness for ACTIVADE PURE
Create a loyal base of
Consumers
Lead Consumers to
Conversion of ACTIVADE PURE
Drive Traffic to ACTIVADE PURE’s
Website - increase search for
keyword - ‘ACTIVADE’
Stimulate target group to buy six
packs of ACTIVADE PURE through
sales promotions and actions
Website traffic
Keyword Search increase
Fan engagement, fan base increase
Volume SALES
30,0000 Unique visitors
30% in Search
10,000 Facebook likes
4000 Twitter followers
30% in Engagement
SALES VOLUME INCREASES
25% in by end of the Year
SOURCE: GOOGLE ANALYTICS
SOURCE: FB INSIGHTS
HOW?
Through a digital first campaign supported by offline promoBon, we will create a strong
associaBon between ACTIVADE PURE and all the new, exciBng everyday experiences
that enrich your life, in order to drive online sales as well as in store sales.
Engage Target group fans
through SOCIAL MEDIA

8. ACTIVADE PURE
8
CONTENT STRATEGY
Squared Online Module 4 - Project
3
2
1
4
ACTIVADE PURE - what it feels like to be you, at your best
Tone: celebratory (celebrate being you), empowering, upli/ing
Look & feel: the brand tagline ‘What it Feels Like’ is brought to life
in an empowering manner using dynamic content to depict real-life
situaBons
CONTENT MESSAGE
Create more energy moments that can
enrich our target’s life. Inspire them to
live fully every experience.
Theme: What it feels like to be you.
Driver: hero content
INSPIRE
Show women that energy drinks can be
healthy and integrate naturally into their
everyday lifestyle. Create a product ritual
before casual moments.
Theme: Needing energy before important
moments, not just sport acBviBes.
Driver: hygiene
EDUCATE
Direct consumers to sales channels.
Use advocacy, tesBmonials, brand
ambassadors to establish credibility.
Theme: ACTIVADE PURE is the real
natural energy drink.
Driver: Convergent content
CONVINCE
ACTIVADE PURE naturally empowers
you to feel your daily best; physically
and mentally. You feel healthy, happy,
energized.

9. CONTENT STRATEGY
9
INSPIRE
Squared Online Module 4 - Project
OWNED
MEDIA
WEBSITE
+
BLOG
MOBILE
SITE
PAID
MEDIA DIGITAL
DISPLAY
ADS
AdWords
(PPC)
‘WHAT IT FEELS LIKE…’
Use Hero Content to drive awareness and
inspiraBon, focusing on ACTIVADE PURE
Digital insight: when scrolling through the
newsfeed during office hours, our women
need inspiraBon to live fully outside work.
The tagline for rich content that inspires
to live fully, focused on experiences,
during or outside office hours.
It’s about being in the moment and
being the best version of yourself.
OWNED MEDIA PAID MEDIA
Video, rich content,
Email sign up
Hero content: 360 FB videos,
cinemagraphs, gopro videos that
showcase online experiences
Social media prize
compeBBons + themed posts -
*convergent media
Digital display ads
(web +mobile) video + HTML5 -
programmaBc audience + affiliate
channels
*convergent media: owned + earned
+ owned (shares, likes, audience posts
+ used as sponsored content)
Dancing at Festivals
Relaxing at the beach
Capturing the moment
SOCIAL
MEDIA
SOCIAL
MEDIA

10. CONTENT STRATEGY
10
EDUCATE
Squared Online Module 4 - Project
KNOWLEDGE
BASED VIDEOS
1/WEEK
OWNED
MEDIA
WEBSITE
PAID
MEDIA
AFFILIATE
‘WHAT IT FEELS LIKE…’
The tagline for useful content that
educates women to learn how ACTIVADE
PURE offers healthy energy throughout
the day, helping them achieve their best.
Use Hygiene Content to drive awareness and
show consumers how ACTIVADE PURE
naturally integrates within their lifestyle.
Also li/s AcBvade brand.
Digital insight: “how to” videos are one of the
most efficient ways to educate online on a new
product.
OWNED MEDIA PAID MEDIA
video, rich content and copy addresses why
‘PURE’ is different, bener, and right for your
daily life-style.
Email sign up to learn more
Organic search (web/mobile site opBmised
brand and generic search terms)
Social media Hygiene content 'Pure' lifestyle
Bps videos + posts - *convergent media
e-CRM – monthly customer email newslener
Affiliate marke>ng ads – relevant affiliate
sites
Paid search (PPC) – brand & generic
search terms ExperienBal events &
workshops - sampling + ‘Pure’ lifestyle
engagement acBviBes
*convergent media: owned + earned +
owned (shares, likes, audience posts +
used as sponsored content)
ACE a presentation
Catching a bus
Live a healthy lifestyle

11. CONTENT STRATEGY
11
CONVINCE
Squared Online Module 4 - Project
EARNED
MEDIA
OWNED
MEDIA
WEBSITE
7 FOR 6
OFFER
PAID
MEDIA
BLOGS
AFFILIATE
‘WHAT IT FEELS LIKE…’
The tagline for ambassadors tesKmonials
that convinces women to trust ACTIVADE
PURE’s natural ingredients.
Use Convergent Content to drive credibility on
ACTIVADE PURE’s benefits through 3rd party
blogger reviews and own brand content.
Digital insight: I trust online influencers rather
than brands.
OWNED MEDIA PAID MEDIA
rich content, tacBcal copy, and email sign up
re: sales promoBons, parBcipaBng retailers
e-CRM – personalised email markeBng
(loyalty & referral discounts & rewards,
advocacy rewards for tesBmonials)
Affiliate marke>ng ads – relevant
affiliate sites
Paid search (PPC) – brand & generic
search terms
Experien>al events & workshops -
sampling + ‘Pure’ lifestyle engagement
acBviBes
*convergent media: owned + earned +
owned (shares, likes, audience posts +
used as sponsored content)
Blogger Review
Inspiration
Customer Testimonial
RETAIL
IN-STORE
POS
7 FOR 6
OFFER

12. +
CONTENT STRATEGY
12
CAMPAIGN OVERVIEW
Squared Online Module 4 - Project
TRADITIONAL MEDIA
• Bilboards, pamphlets and
stickers placed at petrol
stations, transit stations,
office buildings, and 3rd
party affiliate retailers
• Experiential events at retail
stores
DIGITAL FIRST
• Inspire through Hero content
showcasing online experiences
• Educate through Hygiene content
showing everyday situations
• Convince through Convergent
content involving blogger
partnerships
• Website + mobile app (owned)
• Display Programmatic (paid)
• Search (organic, paid)
• Social media
DIGITAL MEDIA
ONLINE
SALES CHANNELS
• Dedicated product page with
integrated online store
• Event sponsorships and online
competitions (promoted in social
media: Twitter, Facebook Instagram)
where ACTIVADE PURE is sampled
• Store locator „find a retailer” through
web and mobile to drive offline
channels
• Affiliations with women sport clothing
retailers:
• ACTIVADE PURE gadgets shipped
with every online purchase at an
affiliate retailer
• vending machines at affiliate stores
giving free samples of ACTIVADE
PURE for online registrations made
on site via mobile app
• Partner with retailers and
distributors: to:
• offer ACTIVADE PURE though 3rd
party distribution channels
• offer discounts with ACTIVADE
PURE sticker at retailer stores
• offer in store experiential events
• Place branded vending machines at
gyms, spas, gas stations and
shopping
OFFLINE
SALES CHANNELS