3. Industry Trends
Government campaigns
encouraging substituting
sugary drinks with water
Backlash against plastic
water bottle packaging
that harms the
environment.
Increased number of
healthy beverage
products
Healthy living lifestyles
becoming increasingly
popular in the US
Trend toward healthy
eating, consuming more
natural, organic
products.
4. Consumer Trends
Increased concern with
aging
Number of anti aging
products more than
doubled since 2007
Numerous women’s sites
recommending drinking water to
improve skin and prevent aging.
Consumers more likely
site lifestyle choices like
exercising and drinking
water to combat signs of
aging.
Women are more likely to
purchase homeopathic and
herbal products, a market
that is expected to have
reached $6.4 billion in 2012,
up 2.6% from 2011.
Women aged 18-54 are
most likely to report
consumption of flavored
noncarbonated water.
5. Shops at whole
foods
Tried (and failed) a
juice cleanse
Recycles
Repurposed a flea
market chair
Goes to yoga after
work to relax
Prefers herbal
supplements to
medication
Bikes
Trying to learn to
cook healthy food
Casual chic
style
Prefers iced tea or
water to soda
Splurges on
cupcakesBuys natural beauty
products when she
can
Reads fashion blogs,
and occasionally
checks out celeb
gossip
Goes to the
farmer’s market
on weekends
Orders an egg white
omelet and bottomless
mimosas at brunch
Target Market Environmentally
Conscious
Flips through
magazine
30-55 years old
Wants to maintain a
youthful looking skin
6. Competitive positioning & messaging
• Vapor distilled water and electrolytes for taste
• Purity you can taste, hydration you can feel
• Hydrologic cycle
• Untouched by Man
• State-of-the-art bottling facility
• Distinctly soft, smooth “mouthful”
• The ultimate refreshment
• Low mineral content contains carbonated
mineral water
• Co-branding with upscale brands, such as Paul&
Joe and Agnes b.
• Hydration for every occasion
• Enhanced water with natural flavors
• Multiple product lines
7. • Live Young
• Uniquely balanced, unlike any other
• All natural and perfectly pure
• Part sustainable water company, part art
project, part philanthropic project, and
completely curious.
• 10% of the profit is donated to world
water relief foundations
• Use carbon-filtered, purified drinking
water
Competitive positioning & messaging
11. Positioning statement
Water that awakens your natural beauty
Named after the Greek goddess of youth who had the gift of restoring
youth and beauty by serving her rejuvenating nectar to the gods,
hēbē water is your own, personal fountain of youth that helps you stay
in the prime of your life. Infused with natural herbs and minerals, hēbē
water combines nature’s best herbal ingredients to deliver to you
youth renewing health benefits. With sustainable packaging made
from recycled paper, hēbē water is not only good for you, but also
good for the earth.
12. Product
Restore: hēbē Restore helps restore the natural beauty of your skin
with natural ingredients that renew vitality and health. Restore is
infused with goji berry, lime blossom, orange peel, and evening
primrose, ingredients that are known to improve skin and reawaken
your natural beauty.
Relax: hēbē Relax acquires its relaxing properties from lavender,
chamomile, passion flower, hops, and valerian. Formulated to help you
relax and refresh naturally, Relax calms your body and sooths your
skin.
Recharge: hēbē Recharge uses the invigorating power of plants and herbs
to give your body a natural boost. With the combination of cardamom,
rosehip, ginkgo, Serbian ginseng, and green tea, Recharge helps you feel
young and full of energy.
17. Sample Messaging
Brand Level
• Defy your age naturally
• Fountain of youth on the go
• Made from nature’s best
• Restore, Relax, Recharge with hēbē
Product Level
• Restore:
• Restore the beauty of your skin with nature’s best ingredients
• Improve skin and reawaken your natural beauty
• Relax:
• Relax and refresh naturally
• Calm your body and sooth your skin
• Recharge:
• Use the invigorating power of nature to give your body a boost
• Feel young and full of energy
19. Brand Assets
Logo The Primary logo to be used in all communications:
• The logo will be all blue
• Image of “the goddess” with Blue hēbē text and the
words “infused water” in a straight line under
• Three lines of water under the image
• Name must always appear with dashes about the Es
Secondary logos to be used with each corresponding
product packaging
• Relax- Green text
• Restore- Yellow text
• Recharge – Orange text
Typography AaBbCcDdEeēFfGgHhIiJjKkLl
MmNnOoPpQqRrSsTtUuVv
WwXxYyZz
Only Verdana font can be used in on all logos and brand
communications to align with the clean, simple, and fresh
look of the brand.
Text on all communications must be in approved shades
ob Blue, Green, Yellow, Orange as listed below, or White.
Colors Blue- R:0 G:158 B:171 will be used as the primary color on
all brand packaging, and logos.
Green- R:141 G:193 B:74 will be used on Relax product
packaging
Yellow- R:245 G:215 B:74 will be used on all Restore
packaging
Orange- R:245 G:158 B:71 will be used on all Restore
packaging
Brand Management
26. Brand Scorecard
Baseline Goal Actual % of Goal
Market/Financial Performance
Responders by media and tactic
OOH
Online (website, banner ad)
Print
Unit sales
Return on Ad Spend (ROAS)
Brand Awareness
Recognition
Recall
Brand Perception
Overall satisfaction
Brand attribute perception
Brand Attitude
Attitude
Purchase intention
Behavior
Trial
Frequency
Loyalty
Brand Performance Inside the Organization
Success of the organization’s internal implementation of the brand
Employee / field satisfaction
