| Positioning: |
Mainstream
Ontrade PPS |
| Competitive
Environment: |
| Smirnoff
Ice, Metz, VK |
| Red
Square, Bacardi Breezer |
|
| Proposition: |
| The
Water of Life |
| The
Joy of Life: Bottled |
|
| Brand
Personality: |
| Overtly
adult |
| Sophisticated
– but with bite |
| Continental |
| Smart
– but not too clever |
| Upmarket |
|
| Defining
Product Attributes: |
| Great
session drink |
| Smooth
and moorish |
| Noticeable
alcoholic kick |
| Great
tasting natural flavour range |
|
| Defining
Brand Attributes: |
| Instantly
recognisable in a crowded market place |
| Reinforces
drinkers perception as a person who
‘knows what’s what’ |
| Badge-ability |
| Contemporary
and stylish |
| Easy
‘bar call’ |
|
| Target
Audience: |
| 18
– 28 men and women |
| Good
time social and party animals |
|
| Range: |
| 275ml
NRGB singles |
| Moving
to multipacks |
|
| Distribution: |
On
trade Pubs, Clubs, Discos |
