Unleashing the potential of SoBe V-

WaterMay 2014

Jane Shenton & Mike Butterworth

The task at hand

Business objective:

Double current sales

2012-13

2 million sales

2012-13

4 million sales

Step change is required

200,000 casual customers1M SALES

50,000 loyal customers1M SALES

400,000 casual customers1M SALES

100,000 loyal customers1M SALES

200,000 casual customers1M SALES

150,000 loyal customers1M SALES

Currently we have...

If we were to grow our audience in the same way as previously we need an extra 250,000 people (or 1 new customer per £4 marketing spend)

While we need broad based growth, gaining and encouraging loyal customers will be crucial to achieve our aims...

Our marketing objectives

Marketing objectives:

• Establish a clear brand positioning for SoBe to set us apart from the competition

• Encourage trial amongst ‘healthy lifestylers’• Align with ‘clean living’ (and away from

artificial fitness and energy drinks)

Business objective:

Double current sales (4million sales between June 2014 and June 2015)

Already in our favour…

Distribution/ infrastructure

Distribution in major UK supermarkets

Product

Those who have tried the product like it

Wins hands down in taste tests against Vitamin Water

10% less expensive than Vitamin Water

Brand Potential

Brand provenance in South Beach, Miami

100% natural

Understanding the landscape

Cultural insight:A media spotlight on health

with a kickback against processed foods and

additives

Audience insight:A trend toward guilt-free

consumption and purity of product

Product insight:The only affordable, all-

natural, flavoured water on the market

Category insight:Stigma attached to energy and functional drinks and

their scientific jargon

Who’s our bullseye?

• Health conscious but not heath obsessed • More likely to be professional, younger • Current purchasers are 80% women• Want to take care of themselves but don’t feel

like they should suffer for it

v.

Simple & Natural Science & Jargon

Towards a proposition

• We’re in an overly complex category

• Consumer desire for simplification and transparency

• Opportunity to leverage our ‘natural’ credentials

• Product as an enabler to ‘making health easy’

Proposition development

It’s all good, naturally.

100% natural

‘All’ being life as well as the

product

Positive brand tone

It’s simple. Making it easy for consumers

Audience Insight Guilt Free Pleasure

Product InsightNatural

Of course it is! It’s our belief and at

our heart.

US vernacular hinting at roots

in Miami

What we are and what we’re not

What we are about• Being proactive• Confidence• Life outdoors• Natural• Green tea

What we’re not• Fad diets• (Self) Criticism• Living in the gym• Artificial• Diet Coke

A two-pronged approach

Broad reach• Supermarkets • TV

Why?• Volume sales• Customer convenience

Grass roots• Blogger outreach (health /

fitness influencers)• Greengrocers, health food

stores

Why?• To establish our ‘natural’

positioning

Gaining traction right the way along the customer journey

‘Meeting them in their world’

IMPACTENGAGEME

NTACTIVATION ADVOCACY

Sampling at Park Runs nationwide. Competition to win pair of Nike Air Max as data capture opportunity

TV campaign – using Sky AdSmart to target tightly

around most relevant Mosaic groups

Discounts/offers to yoga teachers, samples to distribute at classes

Send SoBe hampers to influential health/fitness

bloggers and celebs renowned for healthy lifestyle (e.g. Rosie

Huntington Whiteley)

Consult consumers via Instagram, Facebook and

Twitter on NPD (co-creation)

Partner with other brands sharing the same values

i.e. Bodyism, Clean & Lean diet, Holland & Barratt

Targeted outdoor ads – e.g. beside parks (blend into

surroundings)

Recommendations beyond comms...

• Refresh product design to leverage natural credentials – move away from category norms of bright sugary colours

• Can we push distribution – key opportunities in health stores and cafe culture such as Eat, Pret, Starbucks

• NPD – An activation opportunity, but also engagement through co-creation with consumers