The sporty drink:
BIBE
The best drink for fitness lovers
1
PRODUCT DESCRIPTION
In general, it is accustomed that when having a drink, a beer or a wine, no type of benefit
is provided to the body, this type of food or drink is called "empty calories" but, what can
be done if you feel like having a good time and being carefree? Or is it that athletes or
those who are concerned about nutrition and healthy living cannot do it?
In SPORTY
DRINK the formula has been achieved so that you can have the whim of having a drink,
without having to feel so bad since it contains little alcohol and is full of natural extracts,
nutrients, minerals and components that will help improve health.... and the best thing is
that for all this, it can be taken after training or exercising!
Health and wellness are leading the beverage industry, making it one of the most
attractive components for younger generations; Also, after Covid-19 there is an
increased health awareness, and the desire for healthy drinks is widening the age range.
For example, in the United States, 2020 marks a turning point: the preference for less
alcoholic or non-alcoholic quality drinks is beginning to be seen, as alternatives to spirits,
and so-called functional drinks are beginning to become popular.
The proposed product follows these trends both in the lower alcohol content and in
having healthier ingredients with 0% sugars and can also be considered functional since
it has the function of replenishing minerals, for example.
In other words, it is functional as a drink because, due to its ingredients, it is capable of
performing an important "function" for health, different from the nutritional one, and
capable of giving beverages the added health value.
Our product is a healthy, functional drink enriched with both nutrients and vitamins
and with supplements capable of promoting certain physiological functions.
Potential consumers will be able to have functional benefits of our drinks: cleaner
ingredients, digestive health, more energy, better sports performance.
Among its ingredients will have hydrosaline, vitamin and probiotic supplements.
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SIMILIAR PRODUCTS: COMPETITORS
The competitors in the international market for new healthy beverages include, for
example, kombucha, a probiotic fermented tea beverage formulated for gut health.
Another example is anti-aging collagen water for skin and hair.
Beverage companies innovate their range of increasingly healthy products with new
ingredients that offer functional health benefits. Consumption is therefore also
increasing.
There are already numerous studies that certify the increase of competitors of
manufacturers of healthy drinks at an international level. According to KPMG Insights,
the global healthy and functional beverages market size will reach $ 208.13 billion by
2024, with a CAGR (compound annual growth rate) of 8.66% during the period 20192024. Drinks such as Recess, Dram, California Dreamin and Kin Euphorics already
achieved huge sales and consumption success in 2019 and could become popular
alternatives among young people who want a healthier life without giving up having
fun in the coming years.
Competitors in Spain are less than at the international level since it is a market yet to
be exploited and growing. There are basically two competitors to our drink with similar
products in Spain: Felina and Agua Bendita.
Felina
●Spain (Barcelona, Madrid) & Portugal

5% Vol alcohol

27 Kcal

0% Azucares añadidos
●11,2K
Agua Bendita
●Catalunya & Madrid
●12K
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PROMOTION
★Strategic alliances: Glovo, Alcampo, El Corte Inglés & Amazon
★Strategic collabs: Jorgescremades
★Consumer community
★Strategic collabs: Tinder
★Point of sales: Bars
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VALUES
The main value that we want to bring to our customers is the concept of an
isotonic drink with alcohol but soft, refreshing and healthy. With many minerals
and vitamins that provide essential substances for the proper functioning of the
body.
We provide this value for a young and athletic audience who can enjoy it without
feeling bad or pressured by consuming alcohol. Since the drink has a very low
percentage of alcohol and contains many vitamins and minerals that are good for
the functioning of the human body.
From The Sporty Drink we have created this drink because the fundamental value
is to take care of the health of young people, for this reason we have found the
magic recipe that provides good flavor, balance and freshness.
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WHERE TO BE KNOWN (SPAIN/EUROPE/ETC)
Spain and South America
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AUDIENCE / TARGET
Age: Young people between 18 and 25 years old who like to do sports, eat healthy and
go out with friends and have fun, they like to drink, but not just anything.
Gender: Any. It is a drink that both by product and design is intended without gender,
for girls and boys.
Tastes: They would like to drink a drink with a little alcohol, but healthy and with few
calories, that could even provide some benefit of healthy vitamins and natural proteins.
They want to combine leisure and having fun with friends with a healthy life.
Consumption habits: They like to go out 2 or 3 times a week and prefer to drink less,
but pay more for a good product.
Purchasing power: Medium-low. In the case of young people, many still students with
family pay and with some sporadic income, or young people in their first job with
minimum wages, the purchasing power will be medium-low.
Geographic: Any. It is not a more urban than rural drink and it can interest any type of
young people from the national and international territory.
Psychographic: They are independent, brave young people, they do not follow the
masses, they like to make their own decisions, they do not allow themselves to be
managed by groups and mass behaviors and fashions.
Buying behavior: They make decisions after comparing many products. They look at the
labels and research the ingredients and the effects. They are thoughtful and value healthy
products even if they cost more to find them. They will do their best to have them in the
places they like to go regularly. They tend to be leaders and positively influence others.
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KEY MESSAGE
The key message that has been sought for this product and the advertising plan is aimed
at young people who do not want to give up enjoying life, drinking, being with their
friends, having fun in a healthier way.
It had to be a direct, fun key message that conveyed some gameplay.
Finally, after a brainstorming, a play on words was chosen that will be understood in
Spain and throughout South America.
Having a key message is very important as people will relate it directly to the brand.
Maybe some people don't give so much importance to this aspect but many customers
are not only interested in the product, but also in the recognition of the company and
the values it transmits. We believe that having a key message brings us advantages such
as:

Customer loyalty: To gain customer loyalty you have to let them know that you
know them and that your brand has something in common with them.

Market segmentation: You can convey many characteristics through your brand.
That is why it is necessary to have an identity, because this helps you segment
your market. You will attract only those consumers who are really interested.

Brand consistency: If you create a well-structured brand you will be more
efficient and effective when offering your products/services. In turn, this will
help you generate customer trust and satisfaction because you met their
standards. And optimize the way you show yourself on the web and social
networks.

Brand value: By having a solid brand identity, it becomes a valuable asset. If the
strategy is good enough, consumers will feel connected. Over time they can
become ambassadors in your community, and will volunteer to offer your
products to their contacts.
Our key message is the following:
Whoever drinks sports drinks does not "drink": BIBE
BIBE LIFE!
QUIEN TOMA SPORTY DRINK …
NO BEBE:
BIBE
¡BIBE LA VIDA!
The key message refers to a healthy and vital idea that changes young people's drinking
habits. With this message it is necessary to understand the change in consumption habits
when young people go out.
With this new drink they don't “bebe” but “bibe”.
The chosen key message conveys the healthy and vital ingredients that the beverages will
contain. Bibe la vida will be an invitation to drink healthy, so that in each glass you drink
there is little alcohol and many positive nutrients.
Bibe la vida also plays with a very popular phrase used throughout the Hispanic sphere:
to live life is to enjoy is to have fun and it is even used as drinking life in one drink.
For non-Spanish speaking markets, it would be necessary to think about whether to keep
the phrase and export the word game explaining it or if another key message is invented
with another word game. A first proposal would be not to drink but to prink. Prink the
life. (To prink, pinchar, picotear)
We believe that this key message BIBE LA VIDA is a success also because after the
pandemic that has been experienced, the restrictions, the confinements, the lock down, an
open up is needed.
Our message addressed to young people is this: in the face of death and the illness that
has been experienced by Covid19, learn to enjoy the gift of life, having healthy fun.
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HOW DO I DELIVER MY MESSAGE?
The main idea of delivering our key message is to spread it all the way. The main way
we are going to follow when spreading our message is to look for where our target is
and once found, find a way to reach it.
As we have said previously, our target is between 18 and 25 years old, so we will spread
our key message according to the tastes and needs of this type of people.
When we think about how to spread our key message, we consider that although the
online option is chosen by many, we do not want to abandon the traditional, and we
believe that offline marketing is also very important. We have decided, therefore, that
we will develop online and offline campaigns.
How will we do it?
If we talk about offline, we refer to the traditional media, such as radio, television, word
of mouth...etc. Therefore, we would like to create a campaign starring people like the
ones we have defined in our target, brave people who dare to try new things. Once we
have defined these points, we believe that having a well-known person who likes our
idea could help us, since it would give us a huge visibility, it would be people who love
sports, healthy life, and we would like to have people like Rafael Nadal or Cocó
Constance, they are profiles of sporty people, but also fun people who know how to
have fun, and what better way to have fun than accompanying the moment with our
new drink? Rich, with beneficial contributions for the body and with the perfect sparkle.
We would transfer all of the above to radio spots, TV commercials, street posters and
even promotional events. In addition, we would contact the most innovative
restaurants, as well as supermarkets, where we would later introduce our drink.
As for online marketing, we would carry out an advertising campaign mainly on social
networks, as it is the main tool of the people we have targeted and it is where we will
surely achieve the most success.
Instagram: Generation of the account, search for followers. We would extend Rafa and
Coco's campaign to the social networks, spreading the videos through the account or
even consider them as brand ambassadors and have them advertise on their own
accounts, where they have a lot of followers, on a regular basis.
Twitter: Upload tweets prior to the launch of the drink, using the storytelling tool,
generate hype among users, create attractive multimedia content for the public so that
they are eager to try our drink and we can generate engagement with them.
Facebook: We would use this platform to generate events in which we can invite many
people of our interest and who are aware of what is happening within the brand, so that
they are updated on all our latest news.
Depending on the budget we start with, we could do some things or others, but this is
what we would like to do.
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WHERE DO I DELIVER MY MESSAGE?
The idea is to start little by little, first starting with what we know, Madrid. If we see that
it is successful, we will expand throughout Spain, later to Europe and then to the rest of
the world. Obviously this is a very complicated and slow process. But we are very
confident in the idea and we believe that if we ourselves would consume it, why not
others?
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WHEN DO I DELIVER MY MESSAGE ?
The time to launch the message will be at the end of May and during the month of June.
Because these dates are before summer and it is when the temperatures begin to rise
and people need their refreshing drinks after playing sports.
For this reason, the months of May and June are key to introducing the message to the
public so that the months that need soft drinks the most, our product is consumed.