beverage branding: entice energy drink

ENTICE

Survey

Entice Versus Lure

12

10

78

0

2

4

6

8

10

12

14

1

Boys and Girls Opinions

Nu

mb

er o

f R

esp

on

den

ts

Girls that likes Entice

Boys that liked Entice

Girls that liked Lure

Boys that liked Lure

Overview

Definition: To attract artfully or adroitly by arousing hope or desire.

Alcoholic Energy drink 20 ounce bottle 8% alcohol content $4.89 per bottle Goal: Become #1 in the alcohol and

energy drink beverage market

Ingredients

Johnny Love Vodka

Energy Additives Taurine Guarana Ginseng

Signature Blend Tropical fruits

from Caribbean Islands & Bahamas

Category of Market Served

Adult Beverages

Functionality

Competition

24/7

B to the E

Four

Liquid Charge

Competition Continued… Joose

Rockstar 21

Sparks

Tilt

Torque

Logo

VTKS Dear Love Font

Size 50

Market Felt FontSize 18

E is positioned directly above the

slogan and centered

Colors & Flavors

Blueberry Pomegranate –indigo

Raspberry Lemon-pink

Strawberry Kiwi-green

Cherry Apple-red

Pineapple Orange-orange

Product Packaging: Bottle

Product Packaging: Case

Mental Map

Entice

Energy Drink

Events

Trendy

Upscale

SexyExclusiv

e

Alcohol

Clubs

Refined

Chic

Core Brand Association Energy Drink

-invigorating-sensational-delicious

Personality-exclusive-extravagant-sexy-posh

Originality-unique-creative-distinctive

Accessibility-available online-upscale bars & clubs in the Twin Cities area

Modern-innovative-contemporary-fresh-elite

Interactivity-connected-in crowd

Brand Mantra

Emotional

Modifier

Descriptive

Modifier

Brand Function

Entice Exclusive Delicious Refreshment

Core Values

Sell a Unique Drink

Embrace and Drive Change

Deliver Unbeatable Service

Satisfy

What do we Stand for?

Socially Responsible Provide warning label on our product Invest in education campaign

Corporate Credibility Customers see our company as providing

good products and service Company is recognized as honest,

dependable & trustworthy Company is reliable, likeable, smart, stylish,

aware

What we will/won’t Do We will supply a pleasurable drink that is

the best in its class when compared to other alcoholic energy drinks.

We will provide our drink at upscale events for our high status customers to enjoy.

We will not provide a drink that is not up to the standards of our company.

We won’t advertise on television, newspapers, or radio.

Positioning Grid

Torque Tilt

EnticeJoose Sparks Rockstar 21 24:7

Catalyst

Liquid Charge B to the E

Price +

Alcohol Content

+Alcohol Content

Price -

-

Positioning Statement Satisfy Yourself. Depicts a simple statement that fulfills a

human need Intrigues consumers to buy the drink

based on its bold statement Tempts people to try something new to

satisfy themselves Expresses the goal for the Entice

Corporation

Branding Objectives

People should feel elite when they drink our product

Awareness of alcoholic energy drinks

Awareness of our brand

Sales goal

Product Features/BenefitsTangible Classy, Appealing

Bottle Buy a single bottle

or a 12 pack case Different flavors More alcohol

content than others Bigger bottle than

others

Intangible Cheap Makes you feel

classy/superior Energizes your

body Satisfies your taste

buds in a unique exotic way

Target Market: Demographics

Twin Cities

Age: 26-35

Target Market: Psychographics

College Students/Just graduated

Classy

Cheap

Distribution

Purchasing from Johnny Love Vodka

Distributing to (Twin Cities): Restaurants Nightclubs/Bars Luxury Hotels

Promotional Strategies Untraditional Marketing Mix 75% promos 25% advertisements

Promotion

Sponsor Twins Game

Walker Art Center

Mill City Museum

Minneapolis Aquatennial

Promotion continued…. Websites

Facebook Twitter Youtube Citypages Minneapolis/St

Paul Magazine Explore Minnesota

Magazines Cosmo GQ Marie Claire Elle Vogue

Billboards High traffic areas

Nightclubs/Bars Free samples

Advertisements

Crave Me. Desire Me. Indulge Me. Captivate Me.