A deck showing Kerns Horchata's new brand positioning

1. Brand Positioning

3. Beverage Trends

4. U.S. consumption of carbonated soft drinks fizzled in
2011 to its lowest level since 1996
-Beverage Digest
*also see NY Soda Ban

6. “Free froms” & their flavor solutions
More than one-fifth of beverage launches in 2010
claimed “Reduced sugar,” “sugar-free,” and “no
added sugar” and 68% of non-alcoholic
beverages launches this year used some sort of
health positioning.
-a
survey from Deloitte, New York
-Innova Market Insights

8. Exotic Drinks
“In 2012 tastes will evolve and consumers will
seek spicier and more flavorful foods.”
-The NPD Group

9. People are digging deeper & looking for a sense of adventure
“Consumers today are better
educated about their beverage
needs and want flavors that
satisfy their palates as well as
their need for health,
convenience and sense of
adventure,”
-Tatiana Meerman, managing editor of Packaged Facts

10. Target Market

11. Who do we want to appeal to?
hint: it’s not who you think

13. What is everyone else doing?

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17. Bringing people to their website/ social sites

18. Green Packaging
Health Positioning

19. !
Brand Positioning

20. !
Unknown
Not for everyone (this can be good)
Rich with Mexican Culture

21. • Manifesto

22. Kerns horchata is an escape to Mexico in each bottle.

23. What now?

24. -$#+*./#%0$.#1
-"+22#34#,%Raise awareness about Kerns horchata in an exciting way that
captures the spirit of the drink as well as the country it hails from.
We are not just selling Kerns Horchata but Horchata as a whole,
because a large population of Americans haven’t discovered it yet.
!"'%+$#%(#%*$5.34%*'%#34+4#6
Gen Xer’s who want a new, exciting experience, but don’t have the
%
means to make it happen. They dream of new places and things
but rarely do anymore than that.
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Kern’s horchata is an authentic mexican beverage thats exciting to drink.
7'(%&'%(#%&'%*".)6
Show people what horchata is, and how to drink it. We want to tap into our targets
desire to experience new things and break their routine. Ads should be playfull and rich
with mexican culture.
!"#$#%&'%(#%)*+$*,%New packaging that reflects what Kerns horchata is as a brand.
Maybe modeled after the traditional jars horchata is served in.
A Pandora radio station that plays music that embraces the spirit of
Kerns Horchata and creates awareness about the drink.
Sponsor community and cultural events/festivals that invite new people (our
target) to celebrate Kerns spirit along with everyone else.
Seek partnership with a national food and beverage chain like Baja Fresh (i.e. selling an
escape to Mexico), to co-brand.

25. Thanks

26. Citations page
•
Slide 4: Soft drinks Fizzled: http://www.foodproductdesign.com/news/2012/04/u-s-soda-consumption-fizzles.aspx
•
Slide 6: one-fifth of beverage launches in 2010 claimed “Reduced sugar:
http://www.nutritionaloutlook.com/news/soft-drinks-market-sees-rise-%E2%80%9Cfree-from%E2%80%9D-and-antioxidantclaims
•
68% of non-alcoholic beverages or "soft drink" launches on a global basis during the last year used health positioning:
http://www.mediapost.com/publications/article/181273/two-thirds-of-beverage-launches-use-healthpositio.html#axzz2DqOrvlsS
•
•
•
•
Slide 8: consumers will seek spicier and more flavorful foods
http://www.fastcasual.com/article/194041/Commentary-Horchata-the-next-chai-in-global-beverage-platform
•
Etc:
•
http://www.nutritionaloutlook.com/news/soft-drinks-market-sees-rise-%E2%80%9Cfree-from%E2%80%9D-and-antioxidantclaims
•
•
http://www.washingtonpost.com/wp-dyn/content/story/2008/06/17/ST2008061701394.html
Slide 9: people are digging deeper/ sense of adventure
http://www.bevindustry.com/articles/print/from-exotic-to-familiar
http://blogs.laweekly.com/squidink/2011/02/horchata_la_casita_tinga_battl.php