This document discusses sugar and its negative health impacts. It summarizes that sugar can damage the brain, heart, kidneys, and joints. It notes media coverage of sugar being "enemy number one" in Western diets and consumers' growing interest in sugar-free products. It then profiles a proposed sugar-free and sweetener-free drink called 99% Guiltless that would fill an empty niche. Finally, it outlines plans to crowdsource the brand from an online community and presents an initial sales projection model.

2. 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.

3. “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

4. The Problem: Consumers interest in “sugar-free“ spiked

5. The Problem: sugar free drinks“ is one of the hottest
Google search trends in UK

6. 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.

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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.