Caregiver - beverage category

1. Archetypes -
Caregiver
Written by Jiabing Elsa Shen

2. Inner Motivator
«I’m happy when I’ve been
helpful for someone.»
«I’m always available to support
people who are in trouble.»

3. Beverage category motivator
«I wanna take a pleasant and
relaxing moment only for me.»
«The drinks for me are a source
of cure and protection.»

4. Dilemma
«I really wanna let everybody around me smile and
happy, but sometimes it makes me exhausted.»

5. Insight
«Every moment, I’m important.»

6. Benefits in a drink
Emotional: healthy,
harmony, warm, cure,
protection
Product: natural
ingredients and
flavours, all-day drink,
physical benefits