| Positioning: |
| A
great tasting and refreshing range of
lifestyle drinks. |
| Offering
more than just water but rather, a
functional and healthier alternative to
carbonated soft drinks. |
|
| Competitive
Environment: |
| Branded
bottled waters |
| Lifestyle
drinks |
| Mainstream
soft drinks |
|
| Proposition: |
Vital
Vitamins in a drink |
| Support
for Proposition: |
| vitaminsmart offers
great refreshment, great convenience and
the added benefit of delivering vital
vitamins in a great tasting product. |
| A
pure product from the aquasmart
brand offering a great tasting and
refreshing drink which will ‘do me
good’. |
|
| Creative
Thought: |
| More
than just water, better than a soft
drink. |
| When
my diet lets me down, vitaminsmart
won’t |
|
| Brand
Personality: |
| Health
conscious but not a health freak |
| Busy
hectic lifestyle |
| Tries
to eat healthy but enjoys a night out on
the town |
| Looking
for the easy fix |
| It
doesn’t need to taste bad to do me
good. |
|
| Defining
Product Attributes: |
| Pure
water enhanced with vitamins and natural
ingredients. |
| Great
tasting soft drink that does me good |
| A
healthy and thoughtful alternative to
those carbonated colas. |
| A
functional benefit to suit my lifestyle
ups and downs |
|
| Defining
Brand Attributes: |
| Premium |
| Stylish |
| Aspirational |
| Knowing |
| Considered |
| Reflective |
| Indulgent |
|
| Target
Audience: |
18
– 45 year old male and females looking for a
quality alternative to carbonated soft drinks,
that are ‘good for me’. |
