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FARE Trade Show Presentation

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The document discusses introducing Emergen-C vitamin C shots and powders in convenience stores. It provides an overview of Emergen-C as the best-selling vitamin C brand and its focus on a healthy lifestyle target demographic. Details are given on the new shot and powder products, bag-in-box packaging and dispensing equipment options, and a marketing plan for consumer support and radio advertising to drive awareness and trial of the new fountain drink products.

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New Saleswith a healthy twist! Presented by: Scott W. Ball Channel Dev. Manager-Alacer Corp.
Outline CSD Category Review Overview of Alacer / Emergen-C Why the interest in healthy lifestyle Bag-In-The-Box overview Why not private label (Circle K)? Brand support BIB support and promotion Q&A This will be fast
Liquid Refreshment Growth Overview Carbonated Soft Drink volume down 2.7% in 2007 Flavored and Enhanced Water category experienced 30% growth from 2006 to 2007, and 12% growth in 2008 Source: Beverage Marketing Corporation 2007 Overview 2007 Liquid Refreshment Growth by Category
What is Emergen-C? 30 count box $100 million company 35 year history Effervescent, flavored vitamin C drink mix Best selling vitamin C brand in the United States The fastest growing dietary supplement brand in Food, Drug, Mass Annual growth of 20%+ growth for more than 3 straight years
Emergen-C delivers 3-Peat as Growth Leader Emergen-C up over 30% for the past 3 years. Source: IRI year end results, 2008. US-FDMx - % Change vs YAG
Core Target: Demographic: Adults 18-49 Core: 25-34 Psychographic: These young adults live life on the go. Theyre active and it exercise in between work, friends, family, fun and just, life. They have a passion for health and prefer natural products and solutions. Theyre disciplined enough to make healthy choices and take the best care they can of themselves, but not too disciplined to have a good time. Consumer Insight: I think it's cool to be healthy, and I try to stay that way. Work, stress, partying and cold and flu season can be challenges. But they don't have to get to me. With the right help, I can keep up my health and energy levels.
Brand Promise Single-Minded Consumer Benefit: Emergen-C is the fast, fun way to boost your health and energy. Reasons to Believe: Unique formula with 1,000 milligrams of Vitamin C 24 Nutrients with Antioxidants Electrolytes 7 B Vitamins Brand Essence Emergen-C is the strong, cool friend who helps you stay healthy, and have fun doing it.
Emergen-C C-Store Line Up
and present the number 1 selling Vitamin C product, in a convenient pack!
Multiple display designs 12ct Clip Strips (cooler door suction cup inc.)
Introducing New Emergen-C 速 Shots & Companion Powders Product: Description: All Shots are non-carbonated Package Configurations: Emergen-C 速 promise including, 1,000 mg vitamin C, B vitamins, electrolytes and antioxidants. Emergen-C 速 ingredients plus an extra strength immune boost* from a proprietary immunity blend. Emergen-C 速 ingredients plus energy from Green Tea extract and mental focus from a proprietary blend to support mental clarity and concentration.* 2 pack shot 6 pack shot convertible to singles 2 pack shot 6 pack shot convertible to singles 10 count powder 2 pack shot 6 pack shot convertible to singles 10 count powder *These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease. TM TM TM TM
BIB Flavor Line Up Green Tea Sport Ignite HEW
Why not Private Label? Circle K Arizona has 33 Manitowac machines and were dispensing private label Nutrient drinks. Sales were barely registering, maybe a cup a day. We converted in Feb of 2009 with new branding and store promotion. Cup sales have averaged 13 cups per day now.
Consumer Support Emergen-C 速 s FY09 plan expected to deliver nearly 4 billion targeted impressions and reaches 95% of the target audience an average of 32 times Nearly 900 million of these impressions will support the Emergen-C 速 shots launch
Emergen-C Fountain Drink Radio Support Awareness and Trial will be driven substantial local radio advertising support Over 300 spots per market 6 weeks of on-air support ____ of impressions in the ____ market Targeting young adults (A18-49) looking to make a healthier refreshment choice and seeking an immune and energy boost. 50% of the weight will run in the AM/PM drive times, Radios Prime Time!!! Breakthrough creative typical of Emergen-Cs radio commercials to date The commercials will have a strong call-to-action and clear store tagging
Q & A Where do you buy it? What is the cost per ounce? How do I get it on my fountain equipment with Coke and Pepsi dominating or controlling my contract. Have you all looked at other products to feature Emergen-C in as a supplement. Fountain Shots Pump Shots Granita Cappuccino Are their other equipment solutions?
Bunn JDF-4 Concentrate machine Equipment has been used by Juice and Tea companies for 10+ years. Self contained BIBS, no back room area needed. Adjustable throw ratios Refrigerated cabinet and Ice Bank. 18 width foot print. Customizable graphics. Initial concepts for visual reference only
Manitowac 8 Flavor Tower 16 Drinks from one dispense point. Great visuals. Needs area in back room to hold 16 BIB rack. 2 wide foot print. Initial concepts for visual reference only
Tea Tower 2 Flavor Tower Small foot print Capability to brand separately
Come See Us Next Door Booth 337

More Related Content

FARE Trade Show Presentation

  • 1. New Saleswith a healthy twist! Presented by: Scott W. Ball Channel Dev. Manager-Alacer Corp.
  • 2. Outline CSD Category Review Overview of Alacer / Emergen-C Why the interest in healthy lifestyle Bag-In-The-Box overview Why not private label (Circle K)? Brand support BIB support and promotion Q&A This will be fast
  • 3. Liquid Refreshment Growth Overview Carbonated Soft Drink volume down 2.7% in 2007 Flavored and Enhanced Water category experienced 30% growth from 2006 to 2007, and 12% growth in 2008 Source: Beverage Marketing Corporation 2007 Overview 2007 Liquid Refreshment Growth by Category
  • 4. What is Emergen-C? 30 count box $100 million company 35 year history Effervescent, flavored vitamin C drink mix Best selling vitamin C brand in the United States The fastest growing dietary supplement brand in Food, Drug, Mass Annual growth of 20%+ growth for more than 3 straight years
  • 5. Emergen-C delivers 3-Peat as Growth Leader Emergen-C up over 30% for the past 3 years. Source: IRI year end results, 2008. US-FDMx - % Change vs YAG
  • 6. Core Target: Demographic: Adults 18-49 Core: 25-34 Psychographic: These young adults live life on the go. Theyre active and it exercise in between work, friends, family, fun and just, life. They have a passion for health and prefer natural products and solutions. Theyre disciplined enough to make healthy choices and take the best care they can of themselves, but not too disciplined to have a good time. Consumer Insight: I think it's cool to be healthy, and I try to stay that way. Work, stress, partying and cold and flu season can be challenges. But they don't have to get to me. With the right help, I can keep up my health and energy levels.
  • 7. Brand Promise Single-Minded Consumer Benefit: Emergen-C is the fast, fun way to boost your health and energy. Reasons to Believe: Unique formula with 1,000 milligrams of Vitamin C 24 Nutrients with Antioxidants Electrolytes 7 B Vitamins Brand Essence Emergen-C is the strong, cool friend who helps you stay healthy, and have fun doing it.
  • 9. and present the number 1 selling Vitamin C product, in a convenient pack!
  • 10. Multiple display designs 12ct Clip Strips (cooler door suction cup inc.)
  • 11. Introducing New Emergen-C 速 Shots & Companion Powders Product: Description: All Shots are non-carbonated Package Configurations: Emergen-C 速 promise including, 1,000 mg vitamin C, B vitamins, electrolytes and antioxidants. Emergen-C 速 ingredients plus an extra strength immune boost* from a proprietary immunity blend. Emergen-C 速 ingredients plus energy from Green Tea extract and mental focus from a proprietary blend to support mental clarity and concentration.* 2 pack shot 6 pack shot convertible to singles 2 pack shot 6 pack shot convertible to singles 10 count powder 2 pack shot 6 pack shot convertible to singles 10 count powder *These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease. TM TM TM TM
  • 12. BIB Flavor Line Up Green Tea Sport Ignite HEW
  • 13. Why not Private Label? Circle K Arizona has 33 Manitowac machines and were dispensing private label Nutrient drinks. Sales were barely registering, maybe a cup a day. We converted in Feb of 2009 with new branding and store promotion. Cup sales have averaged 13 cups per day now.
  • 14. Consumer Support Emergen-C 速 s FY09 plan expected to deliver nearly 4 billion targeted impressions and reaches 95% of the target audience an average of 32 times Nearly 900 million of these impressions will support the Emergen-C 速 shots launch
  • 15. Emergen-C Fountain Drink Radio Support Awareness and Trial will be driven substantial local radio advertising support Over 300 spots per market 6 weeks of on-air support ____ of impressions in the ____ market Targeting young adults (A18-49) looking to make a healthier refreshment choice and seeking an immune and energy boost. 50% of the weight will run in the AM/PM drive times, Radios Prime Time!!! Breakthrough creative typical of Emergen-Cs radio commercials to date The commercials will have a strong call-to-action and clear store tagging
  • 16. Q & A Where do you buy it? What is the cost per ounce? How do I get it on my fountain equipment with Coke and Pepsi dominating or controlling my contract. Have you all looked at other products to feature Emergen-C in as a supplement. Fountain Shots Pump Shots Granita Cappuccino Are their other equipment solutions?
  • 17. Bunn JDF-4 Concentrate machine Equipment has been used by Juice and Tea companies for 10+ years. Self contained BIBS, no back room area needed. Adjustable throw ratios Refrigerated cabinet and Ice Bank. 18 width foot print. Customizable graphics. Initial concepts for visual reference only
  • 18. Manitowac 8 Flavor Tower 16 Drinks from one dispense point. Great visuals. Needs area in back room to hold 16 BIB rack. 2 wide foot print. Initial concepts for visual reference only
  • 19. Tea Tower 2 Flavor Tower Small foot print Capability to brand separately
  • 20. Come See Us Next Door Booth 337