Mr. Pink Happy Life!

• Mr Pink drink is based on ginseng extract and vitamins. It contains 1000mg ginseng and 4 powerful vitamins from B complex which together re-enforce the body and mind in a natural way.

• The ginseng is the king of all the plants that are meant to improve the general health. It has been famous from thousands of years in Asia for the effect on stimulating immunity and longevity. It is surnamed the elixir of youth.

• Nowadays, it is classified as an adaptogen, the ginseng is the number one among the products based on exotic plants that revitalise and re-enforce the body.

• Widely, the ginseng is used for reducing cholesterol, the increase of resistance, the reduce of fatigue and stress.

• The numerous benefits of ginseng are still discovered by the modern science. Drink Mr Pink and revitalise your general good mood!

• Since it is a whole new product, that nobody knows about, we propose as teaser a guerilla marketing concept.

• The energy drinks on Romanian market didn't target until now the lifestyle, health, VIP zone that Mr Pink targets.

Product

• Premises • Objective• Target• Concept• Reason Why• Strategy• Teasing• Launch Event• PR Campaign

Summary

Premises• Since it is a whole new product, that consumer is not informed

yet, we propose as teaser a guerilla marketing concept.

• The energy drinks on Romanian market didn't target until now the lifestyle, health, VIP zone that Mr Pink targets.

• On the East-European market there are no direct competitors

• Red Bull and Burn have a young target, that doesn’t represent Mr Pink’s core target

• Mr. Pink may become the version of those who love sports, but not extreme sports. It can also become the favorite of those who love music, but not the fans of a single band. In can become the option of those who are interested in their health and life.

Objectives• The launch of the product on the Romanian

market:

• The correct positioning of the product as a premium product

• The product positioning in the consumer’s mind as the only healthy alternative to the competitor energy (known as not healthy due to their synthetic ingredients as taurine or other bad acids)

• A positive notoriety for the brand

• Trial generating tactic

Target • Women and men with ages between 25 and 45

years

• Actives

• Urban environment

• Medium and above medium incomes

• Modern persons, with a career and a busy schedule, who use to eat rapidly and out, but who don’t neglect the sports, persons who read business newspapers and glossy magazines (Ex: Tabu, Tango, Elle, FHM, Men’s Health, Esquire)

• Active persons that are very interested in their health. They carefully choose what to eat and they include physical activity in their daily list. They read branch magazines: Prevention, Ce se intampla doctore? Adevarul Sanatate

Concept

Health is the new... color!

Concept

• Health is the new... color!/ Sanatatea noua culoare! (with can be the campaign tag line)

• Happy Life - the product copy

Reason Why• Since the target is a premium one

• Since the product is assocated with celebrity, with the Hollywood stars

• Because in the modern Romania, premium means:

• stars

• lifestyle

• Because in the modern Romania the favorite trend becomes health, bio, eco, fresh,

• fitness, glam or other types of similar activities (cycling, jogging etc)

• Sports healthy diet = VIP Lifestyle = Happy Life

• • MR.Pink brand = the healthiest energy drink on the Romanian market

Reason Why• Happy Life = Health, Energy,

Equilibrium

• Happy Life = Colorful Life (a life full of colors)

Strategie• Teaser (3 weeks) – rousing the public curiosity

while waiting for the campaign to be launched

• Launching Event – The product presentation and its entrance on the Romanian market

• The Campaign (2 months) - worth of mouth and trial

• The campaign has 3 phases, each of them declined afterwards

Campania cuprinde trei etape, fiecare declinate ulterior:

Step 1-Teaser

Outdoor

Outdoor Campaign - teaser - 3 weeks in Bucharest in main 5 city

BTL actions• In parks, fitness halls (luxurious- worldclass etc),

malls, bowling, pool (wherever the movement is allowed)

• Flip chart are assembled. On white sheets with Mr. Pink point in the

• Center, the audience is invited to draw something, using their imagination and colors

• The audience is invited to form phrases and messages with the 5 key words of the brand and with the selected colors

• The texts and the photos represent content for the facebook page

• This will last one or two weeks, at the end of which, the most successful drawings will be awarded and exposed at the launching event

Online

Bloggeri• A few representative bloggers

specialized on fashion, lifestyle, eco, sport will be chosen

• They will receive the teasing visual and 5 key words that define the brand

• Each of them will write a post trying to imagine what the pink point represents, in each domain approached

Facebook• Facebook adds campaign

• Online banners on profile sites in order to attract the users on the dedicated page

• The dedicated page, with the teasing visual on which there will be niche competitions(fashion, eco, lifestyle, health etc)

• The prizes = invitations at the grand launching event where a number of public winners will participate as guests

• Instant prizes from fashion, sport, lifestyle zone

Brand endorsers

• The selection of one or more stars that during two weeks will appear in different advertorials (Elle, FHM, Esquire, Luxury, TV shows tv: ‘Neata cu Razvan si Dani) using the 5 (health, bio, fresh, fitness, glam) keywords in order to define their choice for a healthy life - Happyhealthy life!

Launch Event

ConceptHealth is the new... color!

Rational

Mr Pink is, both for its contents as for its attributes the ultra-premium drink, inspired by an active, sophisticated and selective lifestyle.A dink that inspires you to a happy life), to color it with extravagant experiences, but to remain healthy and active just like the Hollywood stars.

Script

• Decor: the event will take place in a studio which at first looks like a completely white hall installed as a lounge space

• Chairs, tables – everything is white, made of plastic and inox, with fluid shapes and smooth, shiny textures (design inspired from Philip Stark)

• The catering is also completely white, white or uncolored food, drinks

• The Hostess are dressed in white, futuristic, linear garments, that will cover as much as possible of their bodies (we will use them afterwards as a projection surface)

• The space is crossed by a metallic catwalk installed obliquely on which a white fashion show will take place. The models will move on line, with a minimum of gestures and expressions.

• A designer will create the garments (including those worn by guests, as part of a white dress code)

• In the center of the hall there will be a circular bawl, with transparent walls, filled with a white liquid, with steams above, like a crucible.

• The music is electro minimal. The diffuse light is constant

• The initial atmosphere is party like extremely hip, exclusivist,

• Uber cool under all aspects. Just a bit cold. The hall will be equipped with more projectors not active for the moment

• The guests will enter the studio on a gray metallic carpet, on the public access area and white on the show area.

• At the entrance, in case the white dresscode will not be followed, the guests will receive white capes just as futuristic as the garments, which will be available is different versions, because the VIP-s will not be pleased to wear “uniforms”

• They will be introduced in the all white atmosphere presented above.

• At a certain moment, the white liquid form the “crucible” begins to get light and color, like a milk shake in which you poor siroup.

• Using the projectors, the color will flow from the crucible to the perfectly white floor. Color spots will be projected on the walls, on the ceiling, on the guests and hostess garments.

• The materials will be thermo sensitive, or will be equipped with leds or other devices that will color them

• The projection itself will not consist only of colored spots, but also in elements that suggest a full of life concept(vegetation, butterflies, birds, suns, dancing silhouettes etc.) Show reference Chemical Brothers in a friendly conversion, on a cartoon.

• the music will go from electro minimal to electro funk, with complex instrumentation and voice.

• The choreography (the fashion show models) will also be animated. They will begin to dance and will come down like acrobats from the catwalk.

• The Catering is also animated: from pills (like multivitamins) to cocktails mixed spectacularly which will also contain colored ingredients

• All these elements will gradually consolidate in a music, light , full of life show which will be projected on the immaculate setup, beginning with the crucible. Like a movie on a screen.

• A lot of scents will invade the room

• The oversized box reveal is the show’s apogee. It has 4 meters of height and 1 meter diameter. The bowl’s walls now colored in the middle suddenly get down to the floor and from behind the transparent walls the huge Mr. Pink can appears.

• The can remains suspended in a sea of light and special effects

• Other 2 cans (smaller) will be revealed laterally in the area that is closer to the public where they were hidden by the white canvases

• Invitation: will have the mention white dress code. It could be either the white garment they will wear, or an accessory.

• The gift: will have to be a kind of “color your life kit”. It may be an accessory that will function on the same principle as the garment – initially whit, then it will color itself. Or some glasses that they will need for the laser show.

Invitati si cadouri

PR Campaign

• For 2 month – Focus on endorsers that have to promote the event (advertorials, at least once a week)

• Implication in eco, healthy, fashion, sport, glam events and product establishment at stars level

• Trial generating – product sampling in parks, fitness halls and luxury pharmacy

• Online competitions with prizes in products

• Outdoor campaigns

• Intense activity on the facebook page and virals creations for generating worth of mouth

Thank You!