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Born in 2004
Lives in Indianapolis, IN
Wonderful Parents
Kool-Aid = Childhood
25 million
15
Billion
sales in juice
category
6.7%
3.4%
25 million
Challenge:
Exciting bubbles
50% less sugar
47% 45%
Competitive Landscape
High Nutrition
Low Nutrition
Communication Objective
Gen Z-ers
Ages 14-15
Aspirational Psychographics:
Adolescents High self-esteem
Active
Health conscious
Desires respect that comes
with adulthood
Overwhelmed
Consumer Profile:
15 years old New Tech User
Feeling overwhelmed
Big decisions
Peer pressure
Why Gen Z
Teens?
“Everybody knows
it sucks to grow up
- Ben Folds
Healthy Balance
To have growing up
Positioning Statement
Fun
Media Objectives and Strategies
Prioritize Frequency
50% Reach
Summer Seasonality
Media Timeline
Time for the
good stuff Oh
Yeah!
Tasty Video: The Kool-ada
Kool-ada Kit
Online Distribution Partner
Social Media
Spark Combo
rkly
o spa
It's s nna die!
o
I'm g
Supportive Media
Usage occasion
Fun
Remember
Connor?
But First, Have
Fun!