| Positioning: |
| Mainstream
premium adult soft drink (on trade) |
| In
the growing energy drink sector, focused
at the style led youth market,
differentiated by packaging and taste |
|
| Competitive
Environment: |
| Red
Bull and Red Devil energy drinks |
| Alcoholic
energy drinks |
| Soft
drinks and mixers |
|
| Proposition: |
| The
power to re-energise, the taste to
refresh |
| When
alcohol is out of the question and
you’re out for the night |
|
| Brand
Personality: |
| Stylish
but not elite |
| Urban
streetwise |
| Fun
but not juvenile |
| International |
| Youthful
and confident |
|
| Defining
Product Attributes: |
| Sessionable |
| No
alcohol content – but great when mixed |
| Refreshing |
| Safe |
|
| Defining
Brand Attributes: |
| A
‘Hard’ soft drink |
| Safe
alternative to alcohol |
| Style
led – with attitude |
| Huge
shelf impact |
| It’s
all in the name |
|
| Distribution: |
On
trade: Pubs,
clubs, disco’s and raves.
Given visual priority over mixers on
shelf. Will
grow into the off-trade, grocery/impulse
sector |
| Target
Audience: |
| 16+
men and women out for the night with
friends but are avoiding alcohol.
Looking for a great tasting drink
they can stick with all night without
feeling bloated or sickly |
| Looking
for positive brand values – they
don’t want to make apologies for their
choice of. NAB/LABs |
|
