5. !
!
OBJECTIVE
the brief
!
SITUATION
!
Bring Yerba Mate-based
beverage to market.
The caffeine market is oversaturated with coffee, teas,
and synthetic energy drinks.
People simply aren’t aware of
what Yerba Mate can offer yet.
6. !
!
OBJECTIVE
SITUATION
Bring Yerba Mate-based beverage
to market.
The caffeine market is over-saturated
with coffee, teas, and synthetic energy
drinks. People simply aren’t aware of
what Yerba Mate can offer - yet.
the brief
!
INSIGHT
!
Americans are overworked
and coffee and energy shots
are their diesel. Yerba Mate
offers more focused energy
and a clearer mind that can
improve the daily lives of the
American workforce.
7. !
!
OBJECTIVE
SITUATION
Bring Yerba Mate-based beverage
to market.
The caffeine market is over-saturated
with coffee, teas, and synthetic energy
drinks. People simply aren’t aware of
what Yerba Mate can offer - yet.
the brief
!
!
INSIGHT
!
POSITIONING
!
Americans are overworked
and coffee and energy shots
are their diesel. Yerba Mate
offers more focused energy
and a clearer mind that can
improve the daily lives of the
American workforce.
Mate has all the benefits of
tea and the latest ‘health‘
drinks, but packs a punch
like an energy drink.
It’s tea plus.
9. target audience
18-34 millennial
influencers
upper-middle class
urban
Sizing Them Up:
80 million millennials in the US alone;
2.5x more likely to be early adopters
Working for the Weekend:
33% earn over $50,000;
1 in 10 make over $100,000
City Dwellers:
56% live in a city, 34% in a
close-in suburb
They are the influencers:
85% rely on peer approval for
buying decisions
Big Spenders:
Largest current and potential
spending for luxury items
The Carless Generation:
70% using multiple travel
options per week
Sources: Boston Consulting Group, Think with Google, Forbes, Ad Age, APTA
10. meet hunter
Age: 24
Hometown: Santa Clara
Current City: Brooklyn
!
• Self-starting entrepreneur;
now he works at a small startup
• Hunter cares about his
appearance, following the
latest health trends
!
• Each Saturday, you’ll find him
at the local coffee shop
reading The New Yorker and
flipping through social dating
sites
• Hunter doesn’t fit neatly into
one box
11. !
meet KAT
!
!
Age: 25
Hometown: Dallas
Current City: LA
!
• Works as a curator at
the J. Paul Getty
Museum
• She’s a tech-savvy
trendsetter, but
doesn’t let it rule her
life
!
• Blogs about everything
she loves - nerdy
obsessions and all - for
the Tumblr world to
see
• Kat can be found at
her local SoulCycle
each morning before
work
21. PR Push
Retain New York-based PR services with outreach to
these suggested outlets:
trade and business
publications
fashion and lifestyle
publications
food and drink
publications
influential
bloggers
23. festival presence
south by southwest
coachella
Yearly Attendance: 300,000
Yearly Attendance: 675,000
potential
reach
1,425,000
per year
bonnaroo
lollapalooza
Yearly Attendance: 150,000
Yearly Attendance: 300,000
24. airport promotions
O’HARE International Airport
1,900,000 passengers per day
Los angeles
international airport
47,000 passengers per day
potential
reach
2,177,000
per day
San Francisco
International Airport
101,000 passengers per day
JFK International airport
129,000 passengers per day
42. year-one budget
Food Truck
100,000
Pop-Up Stores
96,000
Bus Shelter
84,000
Street Team
10,000
Festival Cart
16,000
PR Firm
60,000
Operating Cost
87,500
Total
$541,000
If we produce 50,000 cans and sell 50% at $3.15/
each, our revenue will be $6,250 leaving us
-$34,750 in year one.
47. why it works
New category: Energy Tonic
Creative tone in line with our target
Unique brand experience
Distribution tactics that build relationships
