This document discusses a marketing plan to introduce SoBe Water to the UK market to meet sales growth targets. It identifies the need to increase brand positioning and product awareness to boost sales. The plan outlines three pillars - awareness, activation, and in-store experience - to communicate how SoBe Water can fit into people's lives through natural flavors, low calories, and portraying the brand as honest. The goal is to position SoBe Water as a natural beverage choice through various media, partnerships, and properly locating it in stores alongside other bottled waters.

1. APSOTW
Pierce Calnan & Jeanie McMahon

2. WHAT’S THE BUSINESS CHALLENGE AND OPPORTUNITY?
Despite performing well in product sampling and having a
good distribution network, a lack of brand positioning and
product awareness is limiting the sales of SoBE Water in the
U.K. market.
We want to formally introduce SoBe Water to the U.K.
market, providing the right foothold to meet the sales
growth and culturally establish the brand.

3. WHAT DOES THE SALES TARGET LOOK LIKE IN
HUMAN TERMS?
To generate an additional 2 million units sales and reach our sales target
of 4 million units between June ‘14 and June ‘15 we need to either:
Double the number of
customers at the
current rate
of consumption
Get all of our existing
customers to buy
twice as much
Where we want
to aim

4. WHAT DO YOU NEED PEOPLE TO DO?
• To ensure that our current customers continue to
purchase SoBE Water, and are engaged to
become advocates
• Vitamin Water drinkers to try SoBE Water and let the
taste convince them to switch
• Water drinkers to be convinced that SoBE Water is a
naturally flavored alternative

5. WHAT IS THE CORE INSIGHT THAT WILL
UNLOCK THE PROBLEM?
• From natural cosmetics to superfoods and vitamin
supplements, people are constantly looking for easy
ways to enhance their physical and mental
wellbeing with the minimum amount of effort.
• There’s heavy skepticism around miracle products,
and water remains the purest beverage available.

6. THE CORE IDEA
Let nature constantly maintain you with
SoBE V Water

7. WHO ARE WE TALKING TO AND
WHAT MATTERS TO THEM?
Our existing customers
-Feeling good, despite being time poor
-Natural forms of exercise and medication to readdress life work balance
Vitamin Water drinkers
-That products comes in their ‘size’
-Never missing out on life
Bottled water drinkers
-The purest hydration
-Natural taste and provenance

8. What is the fundamental task
that communications will address?
Inform people how SoBE V water can fit into their lives.
By defining:
-Drinking occasions, and demonstrating the versatility of the
product range
-Revolutionary source of natural flavor and super low calories
(USP)
-Portraying SoBE as a brand with nothing to hide
N.B. Creative execution can be flexible around look and feel, so
long as natural and healthy come through

9. THE PLAN
Three pillars of communication to implement the
message
1) Awareness
2) Activation
3) In store shopper journey

10. AWARENESS
• Video on demand (4OD, ITV Player, etc.) – exercise,
lifestyle, cookery, reality TV
• Animated banner ads – Guardian online life and
style section, Women’s Fitness, etc.
Use carefully bought media slots to let
SoBE start the conversation where the
customer is already thinking along the
same wavelength

11. ACTIVATION
• Brand partnerships – 10k charity runs, food and drink
festivals
• Experiential – get people to try the water
Like a bikram yoga class, SoBE won’t
hide anything. By aligning the product
through holistic movements of the
moment.

12. IN STORE SHOPPER JOURNEY
• Producing a creative tool kit for the Retailers –
correctly signpost SoBE V water in-store
• Reposition SoBE V Water away from the energy and
cordial aisle into the water aisle
Establish SoBE water as a natural
beverage by proximity to traditional
bottled water.

13. THANK YOU