| Positioning: |
Mainstream
premium adult soft drink (off trade) |
| Competitive
Environment: |
| Soft
Drinks and Mixers |
| Fruit
Drinks |
| Oasis |
| Flavoured
Water |
| Real
Lemonade |
| Nescafe
Ice Coffee |
|
| Proposition: |
| When
Coke and Pepsi start to sound stale, but
there’s nowhere else to go |
| Specially
formulated by clever mixing of
ingredients to create a delicious taste
sensation unlike any other brand |
| Give
your taste buds what they want and your
body what it deserves |
|
| Brand
Personality: |
| A
leader not a follower |
| Considerate
and knowledgeable |
| Socially
aware |
| Classless |
| Environmentally
concerned |
| Ethical |
|
| Defining
Product Attributes: |
| Clever
mix of ingredients |
| Bold
use of flavours |
| Thirst
quenching |
| Moorish
– Rewarding - Satisfying |
| Sparkling
– not full of gas |
| Clean
natural taste |
| Healthy |
| Natural
and additive free |
|
| Defining
Brand Attributes: |
| Premium |
| Pioneering |
| Style
and sophistication |
| Colourful
and Creative |
| Huge
shelf impact |
| New
but not alien |
|
| Distribution: |
Off
trade: Supermarkets,
Convenience Stores, CTN’s, Forecourt Shops,
Chemist Chains, Symbol and Buying Groups,
Leisure and fitness centres |
| Range: |
| Currently
275ml NRGB |
| Future
move to 4, 6 or 8 multipacks |
| Future
move to 375ml or 500ml wide mouth glass |
|
| Target
Audience: |
| 18
– 45 year old men and women. (Female bias) |
| Health
conscious, club/gym member |
| IKEA
shopper. |
|
