Launch an Advertising Campaign

Who is the company seeking to advertise?

• As a young company on the market, it is growing strongly, with it's fruity scented drinks gaining 6% market share in it's sector.

• The brand is distributed in the CHR (Café/Hotel/Restaurant) sector, as well as in medium and large-scale retailers.

• It has a good image on the market, with very young and fresh advertisements tailored to their target audience. 

What is the product?

• This product creates a new segment in the beverage market - a real innovation in the energy drink market.

• It will respond to the consumer's demand for organic energy drinks.

Who are the competitors?

There is no competitor in this segment. It is the first organic product to be offered in the energy drink market. 

What is the main point? 

• The market for organic products has been a vibrant market for several years, with high consumer awareness.

• The market has not seen any innovation since the introduction of "light" products. Consumers want a high-quality product that offers nutritional benefits while avoiding the use of artificial coloring and chemical additives. 

What are we struggling against-what is the problem to solve? 

• Energy drinks have a poor reputation, linked to the health problems that can arise from intense caffeine consumption.

• Organic product consumers who are not accustomed to this type of product. We will have to reassure them about the product's organic benefits. 

The target audience

• Energy drink consumers hoping to switch to an organic product line.

• Influencers who can become ambassadors for the beverages.

• The curious who are always ready to try something new on the market.

• Consumers of organic products. 

All four groups are in a professional socio-demographic band, predominantly men between the ages of 25 and 45.

The consumer benefit?

Consume an energy-boosting product without risking problems posed by the ingredients typically found in energy drinks.

The consumer promise?

You will be able to consume an energizing product that does not contain any synthetic chemical flavor or artificial colors. 

The reason to believe?

• A product that complies with European standards and has the organic label.

• A product with all ingredients coming from organic producers.

The communication tone

An explanatory tone about the quality of the product, but with a message that is young and offbeat to seduce the target. 

The expectations?

• A large poster (or billboard).

• A radio spot.

• A print ad in a single and double-page version. 

• A digital campaign (AdWords, Social Media, etc.).

The constraints?

The campaign must be in March 2021 with a budget of 850,000 euros, including taxes.

The timing?

First creative feedback due the 1st week of November 2020.