S O B E W AT E R ? A P S O T W

W H AT D O E S S E L L I N G 4 M I L L I O N O F T H E S E , A N D N AT I O N A L A W A R E N E S S O F S O B E W AT E R L O O K S L I K E ?

O B J E C T I V E :

D I S C O U N T S A N D F R E E B I E S C A N O N LY L A S T T H AT L O N G . L E T ’ S B U I L D A S U S TA I N A B L E D E S I R E F O R S O B E W A T E R .

1 . W I D E D I S T R I B U T I O N N E T W O R K 2 . A N A S S O C I AT I O N W I T H A C T I V E L I V I N G V I A Y O G A A N D P I L AT E S 3 . F E M A L E S L O V E T H I S .

W H A T ’ S K N O W N T O W O R K

U K : T I M E S A R E H A R D , L I K E T H E Y A LW A Y S H A V E B E E N . I T ’ S T O U G H E R T O M A K E A L I V I N G . !Y O U H A V E T O “ C O U N T Y O U R D O L L A R S I N T H E T R A I N - T O T H E PA R T Y. ” !T H I S M E A N S T H A T A T T E N D A N C E A T Y O G A A N D P I L A T E S C L A S S E S M I G H T B E L O W.

I N S I G H T: L O C A T I O N

W H O ? Y O U N G U R B A N I T E S , 1 8 - 3 0 , W O R K I N G I N A 9 T O W H E N E V E R - T H E - J O B -G E T S - D O N E J O B . !T H E Y T R I E D T H E P R O D U C T, L O V E D I T B U T A R E N O T T E L L I N G M O R E P E O P L E A B O U T I T. !T H I S M I G H T S U G G E S T T H AT T H E Y D O N ’ T R E M E M B E R T H E B R A N D . I T ’ S J U S T A N O T H E R B E V E R A G E . T H E Y D O N ’ T P R E F E R I T A B O V E A N O T H E R . T H E R E ’ S N O I N C E N T I V E F O R T H E M T O R E M E M B E R I T. T H E R E ’ S N O R E A S O N T O . T H E P R O D U C T H A S N O P E R S O N A L I T Y A B O V E A N O T H E R P R O D U C T. !

I N S I G H T: C O N S U M E R S

T H E Y J U S T M O V E D T O T H E C I T Y. !T H E Y D O N ’ T H AV E A L A R G E G R O U P O F F R I E N D S T H E R E , A N D T H E I R B E S T F R I E N D S A R E S TAY I N G I N O T H E R G L O B A L C I T I E S . M AY B E T H AT ’ S W H Y T H E Y A R E I N G R O U P - B A S E D F I T N E S S P R O G R A M M E S .

I N S I G H T: C O N S U M E R S 2

P R O D U C T S A R E N O T A VA I L A B L E A T A R E A S W H E R E Y O U A R E A B L E T O S A Y - T H I S I S A W E S O M E Y O U S H O U L D T R Y I T. !T H E Y M I G H T N O T D R I V E A S M U C H A S W E L L . . !T H I S M E A N S T H A T T H E P R O D U C T I S N O T P L A C E D A T A P L A C E W H E R E T H E Y C A N R E C O M M E N D I T E A S I LY, A N D W H E R E T H E P E R S O N R E C O M M E N D E D C A N G E T I T E A S I LY T O O .

I N S I G H T: D I S T R I B U T I O N

1 . R E A S O N F O R C A R I N G : E S TA B L I S H T H AT S O B E I S G O O D F O R T H E B O D Y, A N D G O O D F O R Y O U . !2 . R E A S O N F O R S H A R I N G : P R O J E C T S O B E W AT E R D R I N K E R S A S A G R O U P, A N D S O B E W AT E R A S T H E E N A B L E R S F O R T H E I R A C T I V I T I E S . ( T H I S W I L L H E L P C O N S U M E R S R E M E M B E R T H E D R I N K B E Y O N D J U S T H AV I N G T H E B O T T L E I N T H E I R H A N D S . )

W H A T C O R E R O L E D O E S C O M M U N I C A T I O N S T H E R E F O R E N E E D T O A S S U M E ?

D R A M AT I S E T H E FA C T T H AT S O B E W AT E R I S S O G O O D - Y O U C A N B E B A D .

I D E A :

B E C A U S E O F T H E W AY S O B E W AT E R I S B O T T L E D - I F Y O U P L A C E I T O V E R Y O U R S M A R T P H O N E , I T G L O W S . Y O U C A N A L S O B E A M A L I G H T I N T O I T. !A G L O W I N G S O B E W AT E R C A N B E T H E M A I N C A M PA I G N V I S U A L T O R E P R E S E N T T H E I D E A T H AT S O B E W AT E R I S G O O D . !R E P L I C AT E T H E I D E A B Y P U T T I N G G L O W I N G L I G H T S B E N E AT H T H E S O B E W AT E R AT P O I N T O F S A L E S .

C R E A T I V E E X E C U T I O N S U G G E S T I O N :

Using Facebook, Twitter and other ATL platforms, establish that most of us have an internal balance of good and bad. Make the Sobe Water bottle the icon in this claim.

Some Online implementation ideas includes: 1. a Facebook application that’s asking for submission of the glowing Sobe Water “confessions” a la Secret, the app.

E.G “Cheated on my diet - but it’s all good because I had Sobe Water.”

2. Videos educating that Sobe Water is very good because it has vitamins, etc.

I M P L E M E N TA T I O N 1

Establish that Sobe Water is good through Augmented Reality App, LAYAR

Every time the SOBE water is scanned with the app - empowering Quotes of the day appears.

I M P L E M E N TA T I O N 2

Establish Sobe Water as one that encourages YOGA and Pilates with a ‘twist’ e.g. YOGA under the moon so that you can chill out together later.

I M P L E M E N TA T I O N 3

1. Expand the availability of the drinks to other take-out areas. For example – it can be the perfect drink to accompany a light salad or sandwich that you pick up at the magazine store.

2. The bottles that they come in are pretty sturdy. It will benefit the brand if they are able to work with a recycling firm to make the bottles into something that will benefit others. Eg Prostheses

3. Introduce new flavours with the help of the crowd (CROWDSOURCED!)

S O M E O T H E R P O I N T S T H A T Y O U M I G H T W A N T T O C O N S I D E R .

S A Y H I @ H U L L O G R A C E

T H A N K Y O U .