The CBB "ultimate healthy hydration" was finally decided upon. Our research indicated that the consumer market knew that hydration was important to have in an enhanced beverage, but is unsure of exactly how hydration works. We were going to be the functional beverage that could showcase and prove to hydrate better than tap water (a substantiated claim by researchers are OSU).

1. TM
Brand Structure
&
Messaging Strategy
By Elizabeth Kulin (Kulin Marketing)
April 2012

2. Consistent
Messaging
Easy to
understand
Easy to
remember
Sparks
action
Easy to
spread
WOM

3. All messaging built off of brand structure
Have 1 brand name & 1 slogan
Have messaging for mass consumers
Have messaging for each brand pillar
Have messaging for each target segment

4. Brand
Outline
Brand Name
Slogan
Tagline
&
Key
Message
&
Call to
action
Mass consumers
Brand pillars
Target market segments

5. Industry Beverage
Category Bottled water
Category segment Enhanced water
Main Positioning Oxygen (added the most ultimate element on earth)
Sub Positioning Flavored (taste), vitamins, & minerals (health), electrolytes & ginseng (energy)
Core benefit The best water/ultimate (rational: is more sophisticated in at least 1 way (often at least 2
ways) in comparison to any other enhanced water)
Target Market Flavored beverage drinkers
Target Market Segments Women, men, athletes, kids, diabetes patients, upper class., Health concision, and more
Brand Personality Powerful, able to achieve anything, smart, confident, motivated, cool (a CEO who
climbs mountains)

6. Brand Pillars Supporting benefit Supporting Attributes
Taste
• Ultimate Taste 1. Refreshing and pleasant
2. Sweet
3. Crisp, light, and fresh
1. 3 servings of fruit and vegetable
extracts
2. Natural sweetener
3. Extra oxygen
Health
• Ultimate Health
1. ease stress, aid memory, metabolism
2. Supports immune system, fights off
bacteria and viruses, and protects cells
from free radical damage
3. A safe beverage for dieters (alternative to
juice and soda)
4. Alternative to coffee
5. 100% pure
6. Cell strengthener
1. Vitamin B3, B5, B6, B12
2. Minerals – magnesium, zinc,
calcium, sulfur, selenium, copper,
and potassium
3. 0 cals, 0 sugar – Stevia, 0 carbs
4. 0 caffeine
5. All natural and filtered
6. Antioxidants from 3 servings of fruit
in every bottle
Energy
• Ultimate Energy
1. Helps the body produce natural energy
2. Replenishes electrolytes in body
3. Boosts energy
1. Minerals – magnesium, zinc,
calcium, sulfur, selenium, copper,
and potassium
2. calcium and potassium
3. Vitamin B3, B5, B6, B12

7. Brand Element Criteria Should Convey
Name Descriptive • What the product is (water)
Slogan Should be memorable
• Should portray Core Brand
Benefit
• Educates that it is for
everyone that drinks water
Taglines (all) Should be likeable
• Portrays pillar benefits
• Portrays brand personality if
slogan does not

8. • OXYwaterName
• The Ultimate hydration (source/answer/beverage)
• The Ultimate water
• The Ultimate H2O
• The Ultimate water for all
• Complete hydration for all
• Complete H2O
• Untouchable hydration for all
• Untouchable H2O
• Total hydration for all
• Total H2O
• Drink better/Drink smarter/Sip smarter/Sip savvier
• Water, only better.
Slogan

9. • Ultimate taste, ultimate health, ultimate energy
• Extreme taste, extreme health, extreme energy
• Taste. Health. Life.
• All the good stuff, no bad stuff.
• All you need, is in this bottle.
• All the good stuff your body needs.
• All the good stuff your body craves.
• For those who want to drink better.
• Giving those who drink water all the best parts.
• The water that has it all.
Tagline
• (draft 1) We took the best part of water (the oxygen), added great taste, a
bunch of healthy stuff, and boosts of energy to give everyone that drinks
water the ultimate hydration beverage.
• (draft 2) OXYwater is the first oxygen enhanced flavored mineral water for
everyone that drinks water. It taste great, is healthy, and gives you a boost
of energy.
Key message

10. • Tagline - Taste the power of ultimate. Taste the ultimate. We
know taste. No sugar required.
• Key message - OXYwater is enhanced with all-natural flavors
and (added bonus!) three servings of fruit. No sugar, no carbs,
and nothing artificial. It is the ultimate tasting water that
everyone can enjoy.
Taste
• Tagline - All the good stuff; non of the bad stuff. We know
what’s good for you.
• Key message – OXYwater is enhanced with all-natural vitamins
and trace minerals, making it the ultimate healthy hydration
choice for everyone.
Health
• Tagline – Get the power of ultimate. Get the ultimate lift. Drink
better; live brighter.
• Key message - OXYwater is a hydration beverage enhanced with
electrolytes that boosts energy the all-natural way which
everyone can enjoy.
Energy

11. Women
Dieters
Gen Y
Tagline –Light by nature, ultimate by design. 100% taste, 0% guilt. The power to
achieve.
Key message – (taste and health) - OXYwater is a great-tasting, guilt-free, ultimate
hydration source. You’ve got nothing to worry about: no sugar, no calories, and no
carbs.
Tagline – zero is an ultimate word. No-guilt drink for weight loss.
Key message – (taste and health) - OXYwater is has 0 sugar, 0 calories, and 0
carbs, making it the ultimate water for those on a tight meal plan
• Tagline – The water that can battle any obstacle. We bring the party, and the
clean up crew. We bring the after party.
• Key message – (rehydrate and energy) - OXYwater is a rehydrating and energy
boosting beverage enhanced with electrolytes making it the ultimate water for
any occasion.

12. athletes
Tagline – Powerful hydration you can feel.
Key message – (health and energy) - Hydrate with energizing OXYwater after a
workout for an extra boost of vitamins, minerals, and electrolytes. Zero calories
means all those push-ups weren’t in vain.
Diabetics
Tagline –The smart option for diabetics
Key message – (health and taste) - OXYwater is enhanced with 3 servings of
fruit, 100% natural vitamins and minerals, and is sugar free making it the
ultimate water for people with Diabetes.
Kids/Moms (reach
via women)
Tagline – 100% taste; No sugar required. The family superhero. Mom’s best kept
secret.
Key message – (taste and health) –OXYwater sneaks three servings of fruit into
every great-tasting bottle, along with all-natural vitamins and minerals to keep
your little ones hydrated and healthy.

13. Appendix

14. } Potential Taglines
◦ Breath it, drink it
◦ Don’t just breath it
} Responses to the inquiry “why extra oxygen?”
◦ Some people believe it enhances the taste, make people more healthy, and
boosts energy
– Raises Alertness
– Boosts Energy Levels
– Supports Immune System
– Supports Heart Health
Oxygen is the ultimate component on earth. We have boosted our water
with an extra amount to give you more of this life critical element.

15. Don’t say
• Sports drink
• Sports water
• Oxygen in water does XYZ (no
definitive claims)
Do say
• It has something for everyone
• It is for all ages, all medical
conditions, all fitness levels

16. 1. Revision rounds with Tom and Preston until messaging is
finalized and approved.
2. Develop “brand guidelines” and send to all marketing and
advertising vendors.
3. Develop marketing plan to determine tactics most effective
and efficient in reaching each target market segment.
4. Develop a campaign calendar.
5. Manage messaging
1. Measure and test (A/B split).
2. Develop visual assets (color, font, images) that convey
CBB, brand personality, and pillars.

17. ◦ Keep “trickle down strategy” in mind.
◦ Keep ads simple to be memorable and easy to understand
– Strong taglines can take place of descriptive copy
– The picture of the label can take place of descriptive copy
(the bottle has 0 on it)
◦ Be likeable and relatable to your audience
– Health = natural
– Gen Y = fun, cool
◦ Be creative in concept
– Typical doesn’t break the clutter
◦ Always make the product the hero
◦ Always include a call to action and response method
◦ Make consumers feel good about buying brand