APSOTWPierce Calnan & Jeanie McMahon

WHAT’S THE BUSINESS CHALLENGE AND OPPORTUNITY?

Despite performing well in product sampling and having a

good distribution network, a lack of brand positioning and

product awareness is limiting the sales of SoBE Water in the

U.K. market.

We want to formally introduce SoBe Water to the U.K.

market, providing the right foothold to meet the sales

growth and culturally establish the brand.

WHAT DOES THE SALES TARGET LOOK LIKE IN

HUMAN TERMS?

To generate an additional 2 million units sales and reach our sales target

of 4 million units between June ‘14 and June ‘15 we need to either:

Double the number of customers at the current rate of consumption

Get all of our existing customers to buy twice as much

Where we want to aim

WHAT DO YOU NEED PEOPLE TO DO?

• To ensure that our current customers continue to

purchase SoBE Water, and are engaged to

become advocates

• Vitamin Water drinkers to try SoBE Water and let the

taste convince them to switch

• Water drinkers to be convinced that SoBE Water is a

naturally flavored alternative

WHAT IS THE CORE INSIGHT THAT WILL

UNLOCK THE PROBLEM?

• From natural cosmetics to superfoods and vitamin

supplements, people are constantly looking for easy

ways to enhance their physical and mental

wellbeing with the minimum amount of effort.

• There’s heavy skepticism around miracle products,

and water remains the purest beverage available.

THE CORE IDEA

Let nature constantly maintain you with

SoBE V Water

WHO ARE WE TALKING TO AND

WHAT MATTERS TO THEM?

Our existing customers

-Feeling good, despite being time poor

-Natural forms of exercise and medication to readdress life work balance

Vitamin Water drinkers

-That products comes in their ‘size’

-Never missing out on life

Bottled water drinkers

-The purest hydration

-Natural taste and provenance

What is the fundamental task

that communications will address?

Inform people how SoBE V water can fit into their lives.

By defining:

-Drinking occasions, and demonstrating the versatility of the

product range

-Revolutionary source of natural flavor and super low calories (USP)

-Portraying SoBE as a brand with nothing to hide

N.B. Creative execution can be flexible around look and feel, so

long as natural and healthy come through

THE PLAN

Three pillars of communication to implement the

message

1) Awareness

2) Activation

3) In store shopper journey

AWARENESS

• Video on demand (4OD, ITV Player, etc.) – exercise,

lifestyle, cookery, reality TV

• Animated banner ads – Guardian online life and

style section, Women’s Fitness, etc.

Use carefully bought media slots to let

SoBE start the conversation where the

customer is already thinking along the

same wavelength

ACTIVATION

• Brand partnerships – 10k charity runs, food and drink

festivals

• Experiential – get people to try the water

Like a bikram yoga class, SoBE won’t

hide anything. By aligning the product

through holistic movements of the

moment.

IN STORE SHOPPER JOURNEY

• Producing a creative tool kit for the Retailers –

correctly signpost SoBE V water in-store

• Reposition SoBE V Water away from the energy and

cordial aisle into the water aisle

Establish SoBE water as a natural

beverage by proximity to traditional

bottled water.

THANK YOU