Presentation For Brand Campaigns Class at the VCU BrandCenter

1. Vitamin Water
Staley, Brown, Holmes & Qauttrone

2. What is a Rebel ?

3. Whats next...
establish an identity that creates a long term position within the category.

4. Sport
Gatorade Natural
Fun
Health
Category

5. Our Position in the Marketplace
The tool that helps intelligently navigate through your day.

6. Text
Intelligence
“the aggregate or global capacity of the individual to act purposefully, to think
rationally, and to deal effectively with his environment.quot;
-David Wechsler, Psychologist and creator of the Wechsler Adult Intelligence Scale (WAIS)
quot;...goal-directed adaptive behavior.quot;
-Robert Sternberg, Psychologist and Dean of Arts and Sciences at Tufts University

7. Tools for Intelligent living

8. Tools for Intelligent living

9. Who will help us spread our Message.
25-35

10. What do we know about them?

11. Media Strategy
Communicate with them at times where we can be a tool for intelligent living.

12. Magazines

13. Information Lifestyle Business Local

14. Point Of Purchase
Text

15. Lifestyle Interaction

16. Communicating the message

26. Walking The Walk
Intelligently Interacting With Our Environment As A Company.

27. Recycle Plan

28. Why Baltimore?
Baltimore

29. Why Baltimore?
Scholarship Program.
$10,000 For 100 Grad Students
$5,000 For 200 Grad Students

30. Big Ideas Simply Stated

31. 7% Online $5 Million
15%
Total Budget $50 Million
Text Print $8 Million
25% Corporate Citizenship $12 Million
25% Lifestyle Interaction $12 Million
30% Point of Purchase $14 Million

32. ROI

33. Growth
7.5% to 13% of the overall bottled water category
47% Growth Year over Year