OnDemand Presentation

introductions

assignment

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

Business Objective

Develop a consumer target profile that represents the most relevant opportunity for the brand

Who to speak to?

Develop a brand positioning for OnDemand that will differentiate its brand equities and product attributes within the Enhanced Water Category

What to say?

Explore creative implications and media possibilities to best resonate and reach the target consumer

How to say it?

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

Competitive LandscapeCategoryTarget ConsumerBrand Equites & PositioningBranding & Creative ImplicationsMedia Approach

Agenda

competitive landscape

Primary: Enhanced WatersVitamin Water, Vitamin Water Zero, Smart Water, Sobe LifeWater, Propel

Secondary: Sports DrinksGatorade, G2, Powerade, Powerade Zero

Competitive landscape

Vitamin Water

Lifestyle Focus: Recreation, FunFlavor + Health Message (Zero Product)Efforts to Build “Badge Value” (image)

Vitamin Water, Vitamin Water Zero

Sobe Lifewater

Huge flavor focusClearly skews younger audience (and somewhat male)The “wild child” in the category

Sobe Lifewater

Smart Water

Image Advertising - Borrowed celebrity equityMessaging focus on “smart, savvy” Very little product attribute discussion

Smartwater

Propel

Fitness Focus - the water for working outFocus on the zero product thus zero calorie messageFemale skewBorrowed equity celebrity: Cindy Crawford

Propel

Activate

Sports Drinks

category

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.

Share ofStomach

Enhanced Wateris Preferred

+3% +28% +76%

Retail Sales: 52-weeks ended May 2010

Beverage Marketing Corp, IRI, Mintel

+582%

StruckAxiomResearchMasterbrand TMs lead the by category widening their portfolios

StruckAxiomResearchHealth benefits lag primary/traditional category refreshment attributes

StruckAxiomResearchOccasions don’t seem to change irrespective of enhanced beverage

StruckAxiomResearchLow frequency and usage consideration may impact product relevancy

StruckAxiomResearchConsumers believe juice, milk and protein drinks to be the best sources of vitamins in beverages

StruckAxiomResearchYet vitamins are not part of a daily diet for 50% of the respondents

CategoryPerceptions

HEALTHIER HYDRATION

IMA

GE

PER

FOR

M

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

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

target consumer

Target consumer - userDemographic

Age: 25-34, skews olderGeneration: Leading and Lagging MillennialsGender: 60-40, Female-MaleLocation: Boston; New England; Tri-State

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

BeverageRepertoire

PURITY TECHNOLOGY

Highest indexing Non-alcoholic and CSD beverage brand usage

Spending - Female26-35, single, no kids, $75k-100, Boston MA

Spending - Male26-35, single, no kids, $75k-100, Boston MA

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

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

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.

Consumer insight

brand

User-activated vitamin dosageStabilized (liquid-based) vitamins100% natural ingredientsNaturally sweetened with SteviaReverse osmosis water

Product attributes

84 required daily minerals9 vitaminsTwist Release Cap technologyHimalayan Sea Salt

Points of difference

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

Brand pyramid

VIDEO

brand + creative implications

Active/confidentEmpowering/positive/affirmingCurrent/relevantInnovative/surprising

Tone

What you stand forWho you are

Brand voice

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

Importance of design aesthetic and imageBadge valueProduct perception and price point

Visual brand

DesignFont, Colors, Product images, Graphic Style

Packaging enhancements Maximizing understanding of Cap technology, Label, Information hierarchy

Name and Logo

Visual brand

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

media approach

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

source: GfK MRI Doublebase, 2010

Media TargetFocus

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

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

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

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

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

Recommended Budget Allocation

10%

56%

34%

$880,000

Outdoor

Radio

Digital

Thank You

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