| Positioning: |
A
differentiated brand in the bottled water
market. Offering a functional benefit over ordinary bottled water.
aquasmart re-hydrates the body more
quickly, replacing lost fluids and minerals. |
| Competitive
Environment: |
| All
Branded bottled Waters |
| Beginning
to cut across into the functional and
sports area. |
|
| Proposition: |
| Pure
water enhanced to get fluids and
minerals back into the body quickly. |
| aquasmart:
more
than just bottled water |
|
| Support
for Proposition: |
aquasmart
is purified water that has been cleverly
enhanced to allow the body to rapidly
replenish fluids and minerals that we lose in
everyday life. |
| Creative
Thought: |
aquasmart:
As Smart as Water gets. |
| Brand
Personality: |
| Aware
of, but not necessarily following,
healthy diets. |
| A
regular user/player of gym, football,
squash, tennis etc. |
| Looking
for the healthy options in life. |
|
| Defining
Product Attributes: |
- Water
with all impurities removed
- Enhanced
to produce more than just another
bottled water
- No
sugars, no flavours, no
preservatives
- A
functional benefit of re-hydrating
more quickly
- Contains
carefully selected minerals to
replace those that the body loses
- Water
– As pure as it gets
|
| Defining
Brand Attributes: |
- Thoughtful
- Leading
- Value
added
- Intelligent
- Designed
to suit current life style
|
| Target
Audience: |
16
- 45 year old men and women, aware of the need
for healthy living. |
