The document discusses strategies to build sustainable desire for Sobe Water and establish it as a drink associated with active and healthy living. It suggests implementing marketing campaigns on social media and through augmented reality apps to portray Sobe Water as something that allows consumers to indulge occasionally while still being good for their health and body. Distribution should also be expanded beyond current take-out areas to other locations where people can easily recommend and purchase the drink.

1. S O B E WAT E R ?
A P S O T W

2. W H AT D O E S S E L L I N G
4 M I L L I O N O F T H E S E , A N D
N AT I O N A L A WA R E N E S S O F
S O B E WAT E R L O O K S L I K E ?
O B J E C T I V E :

3. D I S C O U N T S A N D F R E E B I E S
C A N O N LY L A S T T H AT L O N G .
L E T ’ S B U I L D A S U S TA I N A B L E D E S I R E F O R S O B E WA T E R .

4. 1 . W I D E D I S T R I B U T I O N N E T W O R K
2 . A N A S S O C I AT I O N W I T H A C T I V E
L I V I N G V I A Y O G A A N D P I L AT E S
3 . F E M A L E S L O V E T H I S .
W H A T ’ S K N O W N T O W O R K

5. U K : T I M E S A R E H A R D , L I K E T H E Y A LWA Y S H A V E B E E N . I T ’ S
T O U G H E R T O M A K E A L I V I N G .
!
Y O U H A V E T O “ C O U N T Y O U R D O L L A R S I N T H E T R A I N - T O
T H E PA R T Y. ”
!
T H I S M E A N S T H A T A T T E N D A N C E A T Y O G A A N D P I L A T E S
C L A S S E S M I G H T B E L O W.
I N S I G H T: L O C A T I O N

6. W H O ? Y O U N G U R B A N I T E S , 1 8 - 3 0 , W O R K I N G I N A 9 T O W H E N E V E R - T H E - J O B -
G E T S - D O N E J O B .
!
T H E Y T R I E D T H E P R O D U C T, L O V E D I T B U T A R E N O T T E L L I N G M O R E P E O P L E
A B O U T I T.
!
T H I S M I G H T S U G G E S T T H AT T H E Y D O N ’ T R E M E M B E R T H E B R A N D . I T ’ S J U S T
A N O T H E R B E V E R A G E . T H E Y D O N ’ T P R E F E R I T A B O V E A N O T H E R . T H E R E ’ S N O
I N C E N T I V E F O R T H E M T O R E M E M B E R I T. T H E R E ’ S N O R E A S O N T O . T H E
P R O D U C T H A S N O P E R S O N A L I T Y A B O V E A N O T H E R P R O D U C T.
!
I N S I G H T: C O N S U M E R S

7. T H E Y J U S T M O V E D T O T H E C I T Y.
!
T H E Y D O N ’ T H AV E A L A R G E G R O U P O F F R I E N D S T H E R E , A N D
T H E I R B E S T F R I E N D S A R E S TAY I N G I N O T H E R G L O B A L C I T I E S .
M AY B E T H AT ’ S W H Y T H E Y A R E I N G R O U P - B A S E D F I T N E S S
P R O G R A M M E S .
I N S I G H T: C O N S U M E R S 2

8. P R O D U C T S A R E N O T A VA I L A B L E A T A R E A S W H E R E Y O U A R E
A B L E T O S A Y - T H I S I S A W E S O M E Y O U S H O U L D T RY I T.
!
T H E Y M I G H T N O T D R I V E A S M U C H A S W E L L . .
!
T H I S M E A N S T H A T T H E P R O D U C T I S N O T P L A C E D A T A
P L A C E W H E R E T H E Y C A N R E C O M M E N D I T E A S I LY, A N D
W H E R E T H E P E R S O N R E C O M M E N D E D C A N G E T I T E A S I LY
T O O .
I N S I G H T: D I S T R I B U T I O N

9. 1 . R E A S O N F O R C A R I N G : E S TA B L I S H T H AT S O B E I S G O O D
F O R T H E B O D Y, A N D G O O D F O R Y O U .
!
2 . R E A S O N F O R S H A R I N G : P R O J E C T S O B E WAT E R
D R I N K E R S A S A G R O U P, A N D S O B E WAT E R A S T H E
E N A B L E R S F O R T H E I R A C T I V I T I E S . ( T H I S W I L L H E L P
C O N S U M E R S R E M E M B E R T H E D R I N K B E Y O N D J U S T H AV I N G
T H E B O T T L E I N T H E I R H A N D S . )
W H A T C O R E R O L E D O E S C O M M U N I C A T I O N S
T H E R E F O R E N E E D T O A S S U M E ?

10. D R A M AT I S E T H E FA C T T H AT
S O B E WAT E R I S S O G O O D -
Y O U C A N B E B A D .
I D E A :

11. B E C A U S E O F T H E WAY S O B E WAT E R I S B O T T L E D - I F Y O U
P L A C E I T O V E R Y O U R S M A R T P H O N E , I T G L O W S . Y O U C A N
A L S O B E A M A L I G H T I N T O I T.
!
A G L O W I N G S O B E WAT E R C A N B E T H E M A I N C A M PA I G N
V I S U A L T O R E P R E S E N T T H E I D E A T H AT S O B E WAT E R I S
G O O D .
!
R E P L I C AT E T H E I D E A B Y P U T T I N G G L O W I N G L I G H T S
B E N E AT H T H E S O B E WAT E R AT P O I N T O F S A L E S .
C R E A T I V E E X E C U T I O N S U G G E S T I O N :

12. Using Facebook, Twitter and other ATL platforms, establish that most of us have an
internal balance of good and bad. Make the Sobe Water bottle the icon in this
claim.
Some Online implementation ideas includes: 1. a Facebook application that’s asking
for submission of the glowing Sobe Water “confessions” a la Secret, the app.
E.G “Cheated on my diet - but it’s all good because I had Sobe Water.”
2. Videos educating that Sobe Water is very good because it has vitamins, etc.
I M P L E M E N TA T I O N 1

13. Establish that Sobe Water is good through Augmented Reality
App, LAYAR
Every time the SOBE water is scanned with the app - empowering
Quotes of the day appears.
I M P L E M E N TA T I O N 2

14. Establish Sobe Water as one that encourages YOGA and
Pilates with a ‘twist’ e.g. YOGA under the moon so that
you can chill out together later.
I M P L E M E N TA T I O N 3

15. 1. Expand the availability of the drinks to other take-out areas. For example – it can
be the perfect drink to accompany a light salad or sandwich that you pick up at the
magazine store.
2. The bottles that they come in are pretty sturdy. It will benefit the brand if they are
able to work with a recycling firm to make the bottles into something that will benefit
others. Eg Prostheses
3. Introduce new flavours with the help of the crowd (CROWDSOURCED!)
S O M E O T H E R P O I N T S T H A T Y O U M I G H T WA N T T O C O N S I D E R .

16. S A Y H I @ H U L L O G R A C E
T H A N K Y O U .