The Problem: sugar is enemy #1 in Western diet
Brain
Sugar can rewire the
brain´s pathways. Diets
full of sugar heavy food...
“Sugar is now enemy number one in the western diet”
“Obesity experts campaign to cut sugar in food by up to 30%”
“Campaign...
The Problem: Consumers interest in “sugar-free“ spiked
The Problem: sugar free drinks“ is one of the hottest
Google search trends in UK
NO sugar
NO sweetener
Only 13 calories
contains a hint of
natural raspberry
& mint flavour –
t h e r e m a i n i n g
conte...
tasty
not tasty
sugar free &
sweetener free
contains sugar
or sweetener
40	
  g	
  
sugar	
  	
  
25	
  g	
  
sugar	
  	
 ...
Agora Strategy: Consumer runs the business
Idea: to listen to the consumer
and give them what they want
Result: huge marke...
Agora Strategy: Peer 2 Peer recommendation
driver for brand awareness
Sugar is not good
for me, finally I
found an alterna...
Commercial Proposal
Distribu)on	
  to	
  50	
  stores	
  
x	
  52	
  weeks	
  
x	
  5	
  bo3les	
  sold	
  per	
  store	
 ...
Label: Designed
by Lali
Ingredients combination:
Submitted by Saskia
Brand Name: Submitted
by Saskia & Allan
Brand Name: S...
Created by an online community & tested in London
During the creation of the flavour we got over 250 potential consumers a...
99% guiltless - A healthy & natural beverage
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99% guiltless - A healthy & natural beverage

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Agora's pitch to distributors

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99% guiltless - A healthy & natural beverage

  1. 1. The Problem: sugar is enemy #1 in Western diet Brain Sugar can rewire the brain´s pathways. Diets full of sugar heavy foods increases the risk of depression by 58%. Heart Sugar inflames the linings of the arteries to the heart, increasing the risk of stroke & heart attack Kidneys Sugar overload can damage their delicate filtration system. Diabetes is one of the main causes of kidney failure. Joints High-sugar diets pump inflammatory cytokines into your bloodstream, which can exacerbate arthritis.
  2. 2. “Sugar is now enemy number one in the western diet” “Obesity experts campaign to cut sugar in food by up to 30%” “Campaigners vow to cut sugar in food” “WHO: Daily sugar intake 'should be halved’” “Sweet tooth linked to heart attacks” “Tesco to remove sweets and chocolates from all its checkouts” “Sugary foods to avoid: The ‘healthy’ snacks and drinks that – like fruit juice – hide potentially harmful high levels of sugar” A few examples of articles published since January 2014 The Problem: Media identify the problem
  3. 3. The Problem: Consumers interest in “sugar-free“ spiked
  4. 4. The Problem: sugar free drinks“ is one of the hottest Google search trends in UK
  5. 5. NO sugar NO sweetener Only 13 calories contains a hint of natural raspberry & mint flavour – t h e r e m a i n i n g content is purified spring water. The perfect alternative for people who want a tasty drink but dislike sugar packed soft drinks.
  6. 6. tasty not tasty sugar free & sweetener free contains sugar or sweetener 40  g   sugar     25  g   sugar     0  g   sugar     23  g   sugar     0  g   sugar     0  g   sugar     99% Guiltless delivers category value since there is no other product in tasty yet sugar-free / sweetener-free drinks category   Market Positioning: 99% Guiltless fills a unique slot in the market 40  g   sugar     25  g   sugar    
  7. 7. Agora Strategy: Consumer runs the business Idea: to listen to the consumer and give them what they want Result: huge market success Idea: put the consumer in charge of the brand and let them create products after their ideals & needs Result: will change business & make our society healthier
  8. 8. Agora Strategy: Peer 2 Peer recommendation driver for brand awareness Sugar is not good for me, finally I found an alternative that I can trust According to Nielsen 84% trust and take action after receiving a „recommendation from people they know“ & 70% trust „consumer opinions posted online“ (68% take action upon them) * See full table in last slide
  9. 9. Commercial Proposal Distribu)on  to  50  stores   x  52  weeks   x  5  bo3les  sold  per  store  per  week   x  20%  margin  per  bo3le  (0.12  GBP)  @  RRP  of  1.50  GBP    =  1,560  GBP  turnover  for  one  SKU  in  the  first  calendar  year     Conservative Sales Projection Model
  10. 10. Label: Designed by Lali Ingredients combination: Submitted by Saskia Brand Name: Submitted by Saskia & Allan Brand Name: Submitted by The Agora Team Front Text: Submitted by Jan Closure: Material and color picked by the community Back Label: Designed by Lali & Jan Back Text: Submitted by Allan Concept: Submitted by Allan 99% Guiltless was created by the Agora online community
  11. 11. Created by an online community & tested in London During the creation of the flavour we got over 250 potential consumers around London to taste our drink till we found the perfect all natural formula.
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