drive penetration with millennials women

task

the customer

• smart shoppers

• read labels

• make informed decisions

• want to live healthy lifestyle

• avoid bad food

• research health trends

• tell people about health

• doesn’t calorie count

• consumes calories that count

• online

• your mom’s drink not yours

• no association with clean

• PURE vs Crystal Light

the brand

• next to unhealthy stuff

• next to competition

• in a place they won’t go

in store

• very little • doesn’t reach the target

the reach

not quite there

adjust brand so that a millennial woman would notice it and try it

move to water aisle

small display in healthy living section

add to impulse section

in store

how we reach them

• hit all major social media

• give them content on clean living lifestyle

• mix branded and not branded

• give them content that interests them

Water. Just so happens to be the best cure for common bodily nuisances like dry skin, headaches and the old-fashioned shitty mood.

POST

ADD CLEAN FLAVOR

DRINKSOME WATER

specific brand positioning …when water sucks.. add clean

@the_cleanlife

#purecrystallight

how we get them to notice

5K

why this will work

you have the product

we direct her to your product