Building an appetite for energy


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A hypothetical pitch for energy drink brands in Australia.

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Building an appetite for energy

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