H2E

Client

Jacqueline Hill

Lauren Zielinski

Agency

Kara Brown

Chris Keblusek

Jennifer Kreger

PRODUCT Carbonated, healthy

energy drink Mix between energy

drink and sports drink 100% caffeine-free

and sugar-free Energy without the

“crash” Natural ingredients Fresh lemon-lime

taste Bottle features

THE NAME Similar to chemical formula H20 Change “O” to “E” for energy Accentuates all main attributes of drink

Health. Hydration. Energy. Catchy name

PROJECT TARGET MARKET Males and Females College students

Active lifestyle-athletes Alcohol drinkers-mixer Non-coffee/pop drinkers Dieters/Health conscious

COMPETITION Sport Drinks

Gatorade/Powerade Sugar (carbs),

calories Energy Drinks

Red Bull (sugar-free)/Monster

Caffeine, calories Soda Pop

Diet Pepsi Max/Diet Coke Plus

Artificial sweeteners, caffeine

WHY H2E WILL BE SUCCESSFUL Zero calories Strong appeal to athletes

no sugar or caffeine= no crash Emphasis on hydration Good, versatile taste Healthy, natural ingredients Long lasting energy

Garfield “Who says the envelope needs to be pushed? In

most cases the writer, the client, and the consumer would be far better served if the envelope were simply stuffed, stamped and sent on its way,” (Garfield 7).

“There must be a clear-cut relationship between the message and the messenger. That responsibility cuts across all genres,” (Garfield 37).

“It has become a commonplace to suggest that advertising insults people’s intelligence, and that is sometimes true. More often though, exactly the opposite is the case,” (Garfield 91).

HOLT “Many successful and durable brands have been

built by the compulsive reiteration of the distinctive benefit supported with rational arguments and emotional appeals,” (Holt 15).

The Possibility of an Iconic brand "Acute contradictions in society" Iconic brands “address the collective anxieties and

desires of a nation,” (Holt 6). Brand as symbol of myth Populist world Brand as activist, leading culture

PEPSI & THE YOUTH CULTURE 1960’s Pepsi: For Those Who Think Young Pepsi Generation Commercial

TARGET MARKET More focused from client proposal Women and Men 18-30 Young & Active

MEDIA Magazines

Active, Health Rodale

Men’s Health Women’s Health Runner’s World Running Times Mountain Bike Prevention Bicycling Best Life iYogaLife

Men’s Health Age 18-45: 72% Circulation: 2 million

Women’s Health Age 18-39: 51% Circulation: 850,000 and growing

PRODUCT AVAILABILITY Local Drug Stores Wal-Mart, Meijer,

other grocery stores