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Building an appetite for energy

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A hypothetical pitch for energy drink brands in Australia.

A hypothetical pitch for energy drink brands in Australia.

Published in Technology , Health & Medicine
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  • 1. Building an Appetite for EnergyA hypothetical pitch for energy drinks brands in Australia
    By Hannah Donovan, Digital Strategist
    hannahdonovan82@gmail.com
    @hannah_donovan
  • 2. A Strategic Approach
    Collaborative and fluid (with the creative team and with you the client)
    Flexible - focused on generating an effective outcome rather than the process itself
    We dive deep, work quickly and refine
  • 3. Strategic Framework
    Understand
    Invent
    Architect
    Create
    Information hunt:
    Brand
    Business
    Category
    Consumer
    Culture
    Identify challenges, opportunities & goals
    Develop insights, platforms, territories
    Filter & pressure check
    Define strategic approach
    Create idea framework
    Creative & content solutions
  • 4. Agency Model
    Strategists & Creatives
    Producers & Content creators
    Technologists
    Everyone in our agency is required to have a point of view on every brief. We all participate in the strategy process.
  • 5. The Big Three in Australia
  • 6. The Situation
    The energy drinks market has seen exponential
    growth in the last 7 years with 400% sales growth since 2003 (www.preparedfoods.com, Aug 2010)
    BUT
    7 out of 10 people are not interested in the energy drink category (Mintel, Aug 2010)
  • 7. Problem Areas
    The pool of youth is diminishing due to an
    ageing population
    Increasing health concerns associated with excessive consumption and alcoholic combinations
    Increased competition from brands playing in the same space (youth, music, sport)
  • 8. Big Opportunity
    To appeal to a older audience & create a new more health conscious terrain
    (or in marketing chat - increase penetration beyond the youth core)
  • 9. The Energy Terrain
    PHYSICAL
    Enhanced performance & reactions
    MENTAL
    Improved alertness, clarity & wellbeing
    The Big Three play in both Physical & Mental energy terrain. Currently no one owns a clear space.
  • 10. Consumption Motivators
    71% of energy drink users consume them for an energy boost
    57% drink them to stay awake
    60% drink them to stay alert
    Out take: mental exhaustion is rife but no one owns the ‘mental’ energy terrain in a purest way
  • 11. Audience Expansion
    Where can we find a new audiencethat isn’t declining, an audience that suffers from mental tiredness and requires ongoing energy support for mental stimulation.
    We need people searching for alertness, clarity and calm…
  • 12. Working Mums
    Today’s mums are busier than ever “We have crammed lives. We work full time, out kids are busier than ever and we’re always on the go” (Author & Parenting Expert Stacy DeBroff)
  • 13. Depleted Mother Syndrome
    In Australia 52% of married mothers with children under 5 are in paid employment
    Women in developed countries are working more than ever before as they ‘juggle’ paid jobs with domestic work and child rearing
    Official time data reports that mums with kids under 15 provide around 2 ½ a day extra work compared to fathers
    In Australia, women report higher frequency of work life conflict than men. 46% of women reported constant conflict
    Working mums are 2 ½ times more likely to suffer from interrupted sleep than working dads
  • 14. What mums say…
    “Parenting is the hardest job you’ll ever have”
    “I’m totally burned out”
    “I don’t mean a little tired, I’m completely exhausted”
    “I have no time for me, I’m a wreck”
    Side effects of depleted mothers syndrome:
    - Mental exhaustion
    - No “me time”
  • 15. New bulls eye target
    Mums missing in action
    Working mums aged 25 to 40
    Have already weaned their kids
    Part of a tag team couple of dual income
    Suffer pronounced work-family conflict
  • 16. The Insight
    Mums need Zenergy
    A wellbeing energy drink to maintain mental harmony & togetherness. Re-charge the true you.
  • 17. Product Innovation
    A new energy drink positioned as a wellbeing
    supplement
    This is not about an occasion based stimulant
    boost, it’s an ongoing source of mental energy
    for mums
    A caffeine based energy drink with added vitamins
  • 18. Gaining Share of Stomach(a cultural context)
    Australia is a nation of coffee drinkers. Growth in the Australian coffee
    Sector is forecast to hit $800 million in 2013 (www.smh.com.au)
    A survey by the national sleep foundation found that more than 65%
    of mums consume coffee ‘to get them through the day’
    Mums are already seeking caffeine support so a caffeinated energy
    drink with added vitamins will not trigger health concerns. And a
    convenient RTD format will fit with mums ‘on the go’ lifestyle
  • 19. How do we drive consideration?
    Through mum influencers online
    Women with children trust women with children – other mums become the most valuable source of information when making purchase decisions (iabaustralia.com)
    Mums have very limited “me time” which greatly impacts their media consumption habits.
    A survey by www.kleenexmums.com.au shows that 54% of mums spend their “me time” online
  • 20. The rise of the digital mum
    dot.mum is the new mainstream
    A survey by CafeMom reported that mums spend an average of 18.5
    hours per week online
    65% of mums interact with social network (Digital mom)
    46% read blogs & 24% write blogs (Kleenex Mums Survey)
    Mums set to overtake teenage boys as the new gamers. 46% of
    Australia’s gamers are now women with the average age over 3
    (AdNews)
  • 21. Mums - Digital Channel Usage
    (Digital Moms)
  • 22. Mums - Digital Consumption trends
    Mums going online at similar times regardless of whether they’re working or not.
    (Kleenex Mums Survey)
  • 23. Out take: This provides us with a vast array of opportunities to engage with and add value to mums when they are seeking some “Me Time” online
  • 24. Communications Strategy
    Enhance mums “me time” experience online by delivering relevant and engaging content
    An experiential campaign in the digital world
    Drive awareness through content collaboration e.g. sponsored and exclusive digital content, video, editorial, content
    Drive trial through sampling e.g. ‘like to get’ on Facebook. Every mum gets a voucher to redeem a free sample in store
    Drive WOM and advocacy by collaborating with the influential core of mum bloggers e.g. Mia Freedman, ChantelleEllam
  • 25. Digital Comms Approach
  • 26. Execution Starters
    Ready. Set.
    The art of ‘can’
    Zenergy
    The 2nd Shift
    24 hour days
    Ever Ready
    Mileage for mums