1. To Do List
Sell 2 million more units.
Retain supermarket distribution.
Flourish.

2. What 2 million looks like
• 20% consume 20 times a year, 80% consume 5 times
a year, so average annual consumption is 8.
• Double that to 16 and you have 2 million new sales
without any new users.
• That’s only 1 bottle every 3 weeks or £12 per year.

3. The Customers
• Total Sales/Average = 2,000,000/8 = 250,000 users
• 80% of 250,000 = 200,000 light users
• 20% of 250,000 = 50,000 heavy users

4. What 2 million looks like
• Heavy users doubling their purchases.
• Lots of light users increasing their purchases.
• 100,000 new heavy users.
• 250,000 new light users.
• Some combination of the above.

5. Insights
• People aren’t health and exercise experts. They
know hydration is good, but don’t know why.
• Exercise is performative – people prefer to do it with
others and therefore want to do it well.
• Most people are interested in better not best.

6. Idea
• Make SoBe an essential part of the exercise kit by identifying it
with enhanced exercise.
• Emphasise how pre and post hydration improves the quality and
effectiveness of exercise and change behavior by changing
belief – help people maximize the reward from their action.
• Increase consumption by using Alka Seltzer’s “plink plink fizz” trick
and create a new social norm of drinking SOBE before as well as
during and after exercise.
• Challenge the alternatives by showing it to be better than water
in terms of taste and effectiveness and healthier than Vitamin
water, energy drinks etc. But, be ready to defend any health
criticisms of stevia.

7. Heavy users aren’t
• Heavy users who identify with yoga and pilates are
clearly motivated to exercise, but only consume one
bottle every 2.5 weeks.
• Their consumption is not directly related to their yoga
and pilates practice (presumably weekly, if not more
frequent).
• For them, you’re not in the sales business, you’re in the
re-order business. Make them re-order more often.
• They are the primary target, but collateral sales will be
earned from other categories.

8. Other Users
• Light users don’t identify as obvious gym members,
but would clearly be open to the proposed idea.
• Women who fill those many physical gym classes
that are not pilates or yoga would be open to the
proposed idea.
• Men are the untapped market. To them, vitamin
waters are lightweight and unscientific - they tend
to drink water or protein shakes. They may or may
not be open to the idea, but need to be pursued.

9. Implementation
• Show up in their world as a supportive friend – communicate
(via TV, radio, press and online) as a counsellor/colleague, not
a doctor/personal trainer.
• Build a movement – ensure that mass media communication
seeds earned media in the way that diet campaigns do, but
with positive tone of voice.
• Provide free support resources – such as a hydration app and
regular, health and exercise inspirations via SMS and email.
• Make SoBe an integral and cost-effective part of the exercise
regime. Not a luxury, just the equivalent of new trainers.