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H2 E
 

H2 E

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    H2 E H2 E Presentation Transcript

    • H 2 E Client Jacqueline Hill Lauren Zielinski Agency Kara Brown Chris Keblusek Jennifer Kreger
    • PRODUCT
      • Carbonated, healthy energy drink
        • Mix between energy drink and sports drink
      • 100% caffeine-free and sugar-free
        • Energy without the “crash”
      • Natural ingredients
      • Fresh lemon-lime taste
      • Bottle features
    • THE NAME
      • Similar to chemical formula H 2 0
      • Change “O” to “E” for energy
      • Accentuates all main attributes of drink
        • Health. Hydration. Energy.
      • Catchy name
    • PROJECT TARGET MARKET
      • Males and Females
      • College students
        • Active lifestyle-athletes
        • Alcohol drinkers-mixer
        • Non-coffee/pop drinkers
        • Dieters/Health conscious
    • COMPETITION
      • Sport Drinks
        • Gatorade/Powerade
          • Sugar (carbs), calories
      • Energy Drinks
        • Red Bull (sugar-free)/Monster
          • Caffeine, calories
      • Soda Pop
        • Diet Pepsi Max/Diet Coke Plus
          • Artificial sweeteners, caffeine
    • WHY H 2 E WILL BE SUCCESSFUL
      • Zero calories
      • Strong appeal to athletes
        • no sugar or caffeine= no crash
      • Emphasis on hydration
      • Good, versatile taste
      • Healthy, natural ingredients
      • Long lasting energy
    • Garfield
      • “ Who says the envelope needs to be pushed? In most cases the writer, the client, and the consumer would be far better served if the envelope were simply stuffed, stamped and sent on its way,” (Garfield 7).
      • “ There must be a clear-cut relationship between the message and the messenger. That responsibility cuts across all genres,” (Garfield 37).
      • “ It has become a commonplace to suggest that advertising insults people’s intelligence, and that is sometimes true. More often though, exactly the opposite is the case,” (Garfield 91).
    • HOLT
      • “ Many successful and durable brands have been built by the compulsive reiteration of the distinctive benefit supported with rational arguments and emotional appeals,” (Holt 15).
      • The Possibility of an Iconic brand "Acute contradictions in society"
        • Iconic brands “address the collective anxieties and desires of a nation,” (Holt 6).
          • Brand as symbol of myth
          • Populist world
          • Brand as activist, leading culture
    • PEPSI & THE YOUTH CULTURE
      • 1960’s Pepsi: For Those Who Think Young
      • Pepsi Generation Commercial
    • TARGET MARKET
      • More focused from client proposal
      • Women and Men 18-30
      • Young & Active
    • MEDIA
      • Magazines
        • Active, Health
      • Rodale
        • Men’s Health
        • Women’s Health
        • Runner’s World
        • Running Times
        • Mountain Bike
        • Prevention
        • Bicycling
        • Best Life
        • iYogaLife
      • Men’s Health
        • Age 18-45: 72%
        • Circulation: 2 million
      • Women’s Health
        • Age 18-39: 51%
        • Circulation: 850,000 and growing
    • PRODUCT AVAILABILITY
      • Local Drug Stores
      • Wal-Mart, Meijer, other grocery stores
    •