Ox ywater branding&messaging_strategy
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The document outlines a branding and messaging strategy for Oxywater, emphasizing its unique selling propositions, including enhanced hydration through added oxygen, vitamins, and minerals. It details the target market segments, brand personality, and multiple taglines and key messages aimed at communicating the product's benefits, such as taste, health, and energy. The document also includes strategies for developing marketing plans and visual assets to effectively promote the brand.
Ox ywater branding&messaging_strategy
- 1. TM Brand Structure & Messaging Strategy By Elizabeth Kulin (Kulin Marketing) April 2012
- 3. All messaging built off of brand structure Have 1 brand name & 1 slogan Have messaging for mass consumers Have messaging for each brand pillar Have messaging for each target segment
- 4. Brand Outline Brand Name Slogan Tagline & Key Message & Call to action Mass consumers Brand pillars Target market segments
- 5. Industry Beverage Category Bottled water Category segment Enhanced water Main Positioning Oxygen (added the most ultimate element on earth) Sub Positioning Flavored (taste), vitamins, & minerals (health), electrolytes & ginseng (energy) Core benefit The best water/ultimate (rational: is more sophisticated in at least 1 way (often at least 2 ways) in comparison to any other enhanced water) Target Market Flavored beverage drinkers Target Market Segments Women, men, athletes, kids, diabetes patients, upper class., Health concision, and more Brand Personality Powerful, able to achieve anything, smart, confident, motivated, cool (a CEO who climbs mountains)
- 6. Brand Pillars Supporting benefit Supporting Attributes Taste • Ultimate Taste 1. Refreshing and pleasant 2. Sweet 3. Crisp, light, and fresh 1. 3 servings of fruit and vegetable extracts 2. Natural sweetener 3. Extra oxygen Health • Ultimate Health 1. ease stress, aid memory, metabolism 2. Supports immune system, fights off bacteria and viruses, and protects cells from free radical damage 3. A safe beverage for dieters (alternative to juice and soda) 4. Alternative to coffee 5. 100% pure 6. Cell strengthener 1. Vitamin B3, B5, B6, B12 2. Minerals – magnesium, zinc, calcium, sulfur, selenium, copper, and potassium 3. 0 cals, 0 sugar – Stevia, 0 carbs 4. 0 caffeine 5. All natural and filtered 6. Antioxidants from 3 servings of fruit in every bottle Energy • Ultimate Energy 1. Helps the body produce natural energy 2. Replenishes electrolytes in body 3. Boosts energy 1. Minerals – magnesium, zinc, calcium, sulfur, selenium, copper, and potassium 2. calcium and potassium 3. Vitamin B3, B5, B6, B12
- 7. Brand Element Criteria Should Convey Name Descriptive • What the product is (water) Slogan Should be memorable • Should portray Core Brand Benefit • Educates that it is for everyone that drinks water Taglines (all) Should be likeable • Portrays pillar benefits • Portrays brand personality if slogan does not
- 8. • OXYwaterName • The Ultimate hydration (source/answer/beverage) • The Ultimate water • The Ultimate H2O • The Ultimate water for all • Complete hydration for all • Complete H2O • Untouchable hydration for all • Untouchable H2O • Total hydration for all • Total H2O • Drink better/Drink smarter/Sip smarter/Sip savvier • Water, only better. Slogan
- 9. • Ultimate taste, ultimate health, ultimate energy • Extreme taste, extreme health, extreme energy • Taste. Health. Life. • All the good stuff, no bad stuff. • All you need, is in this bottle. • All the good stuff your body needs. • All the good stuff your body craves. • For those who want to drink better. • Giving those who drink water all the best parts. • The water that has it all. Tagline • (draft 1) We took the best part of water (the oxygen), added great taste, a bunch of healthy stuff, and boosts of energy to give everyone that drinks water the ultimate hydration beverage. • (draft 2) OXYwater is the first oxygen enhanced flavored mineral water for everyone that drinks water. It taste great, is healthy, and gives you a boost of energy. Key message
- 10. • Tagline - Taste the power of ultimate. Taste the ultimate. We know taste. No sugar required. • Key message - OXYwater is enhanced with all-natural flavors and (added bonus!) three servings of fruit. No sugar, no carbs, and nothing artificial. It is the ultimate tasting water that everyone can enjoy. Taste • Tagline - All the good stuff; non of the bad stuff. We know what’s good for you. • Key message – OXYwater is enhanced with all-natural vitamins and trace minerals, making it the ultimate healthy hydration choice for everyone. Health • Tagline – Get the power of ultimate. Get the ultimate lift. Drink better; live brighter. • Key message - OXYwater is a hydration beverage enhanced with electrolytes that boosts energy the all-natural way which everyone can enjoy. Energy
- 11. Women Dieters Gen Y Tagline –Light by nature, ultimate by design. 100% taste, 0% guilt. The power to achieve. Key message – (taste and health) - OXYwater is a great-tasting, guilt-free, ultimate hydration source. You’ve got nothing to worry about: no sugar, no calories, and no carbs. Tagline – zero is an ultimate word. No-guilt drink for weight loss. Key message – (taste and health) - OXYwater is has 0 sugar, 0 calories, and 0 carbs, making it the ultimate water for those on a tight meal plan • Tagline – The water that can battle any obstacle. We bring the party, and the clean up crew. We bring the after party. • Key message – (rehydrate and energy) - OXYwater is a rehydrating and energy boosting beverage enhanced with electrolytes making it the ultimate water for any occasion.
- 12. athletes Tagline – Powerful hydration you can feel. Key message – (health and energy) - Hydrate with energizing OXYwater after a workout for an extra boost of vitamins, minerals, and electrolytes. Zero calories means all those push-ups weren’t in vain. Diabetics Tagline –The smart option for diabetics Key message – (health and taste) - OXYwater is enhanced with 3 servings of fruit, 100% natural vitamins and minerals, and is sugar free making it the ultimate water for people with Diabetes. Kids/Moms (reach via women) Tagline – 100% taste; No sugar required. The family superhero. Mom’s best kept secret. Key message – (taste and health) –OXYwater sneaks three servings of fruit into every great-tasting bottle, along with all-natural vitamins and minerals to keep your little ones hydrated and healthy.
- 13. Appendix
- 14. } Potential Taglines ◦ Breath it, drink it ◦ Don’t just breath it } Responses to the inquiry “why extra oxygen?” ◦ Some people believe it enhances the taste, make people more healthy, and boosts energy – Raises Alertness – Boosts Energy Levels – Supports Immune System – Supports Heart Health Oxygen is the ultimate component on earth. We have boosted our water with an extra amount to give you more of this life critical element.
- 15. Don’t say • Sports drink • Sports water • Oxygen in water does XYZ (no definitive claims) Do say • It has something for everyone • It is for all ages, all medical conditions, all fitness levels
- 16. 1. Revision rounds with Tom and Preston until messaging is finalized and approved. 2. Develop “brand guidelines” and send to all marketing and advertising vendors. 3. Develop marketing plan to determine tactics most effective and efficient in reaching each target market segment. 4. Develop a campaign calendar. 5. Manage messaging 1. Measure and test (A/B split). 2. Develop visual assets (color, font, images) that convey CBB, brand personality, and pillars.
- 17. ◦ Keep “trickle down strategy” in mind. ◦ Keep ads simple to be memorable and easy to understand – Strong taglines can take place of descriptive copy – The picture of the label can take place of descriptive copy (the bottle has 0 on it) ◦ Be likeable and relatable to your audience – Health = natural – Gen Y = fun, cool ◦ Be creative in concept – Typical doesn’t break the clutter ◦ Always make the product the hero ◦ Always include a call to action and response method ◦ Make consumers feel good about buying brand