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Britani Bath Brittany Lang Rachel Orsborn Wendy Turner
Kinetic Energy Drink Brand Story
We at Kinetic Energy know ďŹ rst hand how a busy life can get in the way of a good night’s rest. We have developed a safe, all natural alternative to the chemically processed energy drink that stabilizes blood sugar to help the body function at it’s optimum level to prevent a mid-day crash. We use all organic ingredients that naturally boost energy levels for peak performance.
Kinetic Energy Drink Name Selection Process
There are dozens of energy drinks in the market today. They range from high to low cost, cheap to quality ingredients. Kinetic Energy is marketed towards a health
• Pick Me Up
oriented demographic; people who are concerned with
• Light Bulb Energy
eating healthy and staying active.
• Bright Idea
Natural ingredients and science play a key factor in
• Natural Energy
the name selection process, as well as the development
• Joules
of the product. Physics and Newton’s Laws were used in
• Torque
the process. Newton’s Law of Motion states that, an object
• Buzz
in motion stays in motion unless acted upon by an
• Static Energy
opposing force.
• Kinetic Energy
“The kinetic energy of an object is the energy it possesses due to its motion. It is defined as the work needed to accelerate a body of a given mass from rest to its stated velocity. Having gained this energy during its acceleration, the body maintains this kinetic energy unless its speed changes.” * Through natural science and the study of motion, the name
* http://en.wikipedia.org/wiki/Kinetic_energy
Kinetic Energy Drink came to fruition. It keeps you moving!
Kinetic Energy Drink Positioning Statement
Kinetic Energy Drink in an energy drink that offers all natural, top quality ingredients that keeps active people moving. Kinetic is the only energy drink of it’s kind that help stabilize blood sugar levels for the body to function at peak performance levels.
Kinetic Energy Drink
Top Rating $1.75
Perception Mapping
$2.00
$3.00
$2.30
$3.00
$1.50
$2.60
Low Cost
$2.70
High Cost
$1.40
$2.25
$1.50
$2.00
$2.00
$2.80
Energy drink rating site references: • http://www.goodguide.com • http://www.energyfiend.com/the-15-top-energy-drinkbrands
$3.30
Low Rating
Kinetic Energy Drink Logo
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Rationale:
This concept represents motion. Newton’s Law of Motion states that, an object in motion stays in motion unless acted upon by an opposing force. The circular motion
Tagline
represents ideal health and function moving in a synergis-
It Keeps You Moving!
movement and the feeling of freshness and rejuvenation.
tic manner. The colors are light and work together to imply
Kinetic Energy Drink
C0 M50 Y98 K0 | R247 G147 B33 | #F79321 C6 M0 Y96 K0 | R246 G235 B22 | #F6EB16
Usage
C50 M0 Y99 K0 | R140 G198 B64 | #8CC640
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O
Identity minimum/clear Space: The identity must always have a minimum space which can be determined by a 17 pt. capital O in Helvetica light typeface. This will allow the logo to breathe when surrounded by other elements.
C69 M0 Y99 K0 | R84 G184 B72 | #54B848 C38 M30 Y29 K0 | R163 G164 B167 | #A3A4A7 C75 M68 Y67 K90 | R1 G1 B1 | #010101
Primary Typeface Helvetica Light
Helvetica Regular
Helvetica Bold
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1234567890
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Bookman Old Style Regular
Bookman Old Style Italics
Bookman Old Style Bold
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Secondary Typeface
Kinetic Energy Drink Package Design
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lemon
lime
orange
healthy energy supplement 8.4 fl. oz (250 ml)
healthy energy supplement 8.4 fl. oz (250 ml)
healthy energy supplement 8.4 fl. oz (250 ml)
Y
Kinetic Energy Drink Demographics • Target Age Group: 22-45 • Gender: Male & Female • Income Level: $20-$50k • Social Class: Middle & Upper Class • Education: High School Graduate or higher
Kinetic Energy is a healthy choice that offers a natural boost of energy. The target age group is 22 to 45 for both men and women who make an annual income of at least $20-$50K and have a high school education or higher.
Kinetic Energy Drink Buyer Persona 1 Meet Jill: age 22 Recent College Graduate • Marital status: Single • Location: Tempe • Reads: Magazines - People & Shape • TV: Reality TV Shows - Survivor, So You Think You Can Dance and The Voice • Music: Top 40 most popular list, Rock, Alternative • Transportation: Toyota Corolla in Silver • Values: Healthy Living, Friends and Rest & Relaxation • Hobbies: photography, Pinterest projects, & volunteering at local animal shelter • Motivations: Retiring at young age, becoming self sufficient
Kinetic Energy Drink Buyer Persona 2 Meet Jack: age 40 Businessman • Relationship Status: Married • Location: Central Phoenix, AZ • Reads: AZ Republic, Sports Illustrated and Men’s health • TV: ESPN, MSNBC, SNL and Modern Family • Music: 80’s and 90’s • Transportation: Black Charger • Values: Family, Healthy living, security, job and fitness • Hobbies: Golfing, Bowling, Outdoors and handy man • Motivations: Provide for family, retirement, wants to have a vacation home and turn into a second home and to travel
Kinetic Energy Drink Explorer Archetype
Kinetic Energy embodies the Explorer Archetype. It is independent, adventurous and authentic. The energy drink represents self-sufficiency and is driven to be free of standard trends by giving the consumer an all natural alternative energy drink.
Kinetic Energy Drink Photo Story
Kinetic Energy photography is: Active: Shows healthy individuals engaging in fitness activities. Clean and uncluttered: Make sure the photography has a central focus. Multi-racial: Be sure to include individuals of all races and socioeconomic backgrounds. Emotional: Use photography that evokes good feelings, happiness, healthy, motivating, etc. Clean, fresh, uncluttered products for display.
Kinetic Energy Drink Product Launch Ad Campaigns
Taxi Cab Advertising Sign
Magazine Spread
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healthy energy supplement 8.4 fl. oz (250 ml)
Billboard
Sticker
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Kinetic Energy Drink Mediums / Geographical Zone / Publications / Stations Mediums Print-FP 4/C
Geographical Zone Local - 6 Months
Publications AZ Foothills
Stations
Phoenix Health Outdoor / Billboards
Local - Loop 101
Stickers
Shipping Packages
Taxi ads
Local - 6 Months Rationale:
We have selected local AZ Foothills and Phoenix Health magazines to get the word out to the customers about the launch of Kinetic Energy Drink. Free stickers will be included in shipping packaging so the customer can put them on the bumper of their cars, computers, bikes, water bottles, etc. Ads on top of local taxi cabs will reach a wide variety of potential customers who may not see the print ads.
Kinetic Energy Drink Pros & Cons
Product Extension - Lemon, Lime, and Orange Flavors Pros
Cons
Choice of different flavors
Require additional packaging
Fruity flavored to appeal to a younger generation
More expensive to package additional flavors
Appeal to a wider target group
More expensive to package additional flavors
Kinetic Energy Drink Why this brand is going to be a success in the marketplace vs. competitors. How brand fundamentals and communication vehicles work together to create consistent reminders about the meaning
After the first year we at Kinetic Energy will review the mar-
of the brand.
ket share by measuring the sales and profits to ensure our product is a success. Every six months for the first 5 years
The Kinetic Energy Logo is recognizable by itâ&#x20AC;&#x2122;s bright use
we will survey the public to see what they do and donâ&#x20AC;&#x2122;t like,
of yellow, orange, and green circles which represents each
and if there is any additional products or flavors they would
flavor of the drink as well as a sense of movement for a
like to see produced.
individual with an active lifestyle. The logo can be seen across several mediums reaching through social classes
Comparison to the mistakes of other competitors in the
and a young adult to middle aged demographic. This logo
marketplace.
can be seen on billboards by drivers on local highways, taxi cabs with local pedestrians. A brand sticker is shipped
Kinetic Energy is dedicated to ensuring that a nutritious
with each case of energy drinks for consumers to place on
energy drink is affordable to the majority of the public. We
car bumpers, lunch boxes, computers, gym bags, etc. This
will ensure our product is not sold at the local gas station,
offers a fun alternative to advertising, it becomes personal
but will be available at various local health food stores and
to the consumer and creates brand loyalty.
on the Internet for the customerâ&#x20AC;&#x2122;s convenience.