Ingredient Label/Benefits
What is/are the benefit(s) of consuming protein?
helps boost metabolism, helps with muscle building and recovery
Who is the target consumer for Muscle Milk?
Forever Athletes - 25+ age group; exercise/work out 3-5 days a week; 50/50 male/female split for Genuine, Pro Series tends to lean more male heavy
What do we want on top of every cooler in 2021?
4pks
What are the 2 new brand launches within VAP?
Evolve and G Zero with Protein
How many SS flavors and sublines of Rockstar will we have in 2021?
20 flavors, 5 sublines (Original, Zero, Full Calorie, Functional, Juiced)
What is the benefit of zinc in MTN Dew Rise?
immunity support
Who is the target consumer for MTN Dew Game Fuel? What does this product provide consumers/how is it designed specifically for them?
Gamers and Millennials - heightens senses and awareness, can is specifically designed for them with textured can for grip and resealable lid
What is the minimum amount of space that we need in C&G for MTN Dew Energy?
What is the distribution target for 2021 Bang Innovation Items?
70%+
Watermelon Berry and Lime Cucumber
25g, 40g, 30g, 20g (plant protein)
Who is the target demographic for Bang? What do shoppers expect/need from this product?
Gen Z & Young Millennials, mid-upper income - appeals to those concerned about health and wellness (functionality + zero sugar)
What is our RS distribution target for core items in 2021?
90%+
What percentage of energy category growth is coming from low/zero sugar options?
88%
What are our core 7 Bang flavors?
Blue Razz, Peach Mango, Star Blast, Rainbow Unicorn, Cotton Candy, Sour Heads, Black Cherry Vanilla
What is the benefit of citicoline + caffeine in MTN Dew Rise?
increased mental alertness/clarity
Who is the target consumer for Rockstar?
Millennial & Gen Z; mid-income, heavy users of the category
As part of the new Great 8 for LF Execution, what section of the store should always have an energy display in it? Why?
Dairy - highest traffic area of the store to draw attention to our brands and appeal to shoppers’ morning caffeine needs to kickstart the day
Of all the innovation items we have coming, what is going to attract the most new/incremental buyers to the energy category?
Rise - estimated that 60% of volume will be sourced from outside of energy
What are the names of all 6 Rise flavors in order of priority?
Pomegranate Blue Burst, Strawberry Melon Spark, Orange Breeze, Tropical Sunrise, Peach Dawn Mango, Berry Blitz
How many mg of caffeine is in 1 can of each of our PEP Energy brands?
Rockstar: 160mg
Rise: 180mg
MTN Dew GF: 90mg
Bang: 300mg
Who is the target demographic for Rise? What communities does this product overindex with?
Multicutural millennials, mid-upper income; over index with African American (121) and Hispanic (129) caffeine drinkers
What are the critical metrics that we can control / influence to ensure a successful 2021?
Distribution, Feature and Display Conversion, NOD (points of interruption) & IOD
What percentage of Mountain Dew drinkers said they would purchase Rise?
93%
What are our core 7 Rockstar flavors? What SKU is our biggest opportunity to grow distribution of in 2021?
Original, Punched, Sugar Free, Recovery Orange, Pure Zero Punched, Pure Zero Silver Ice, Recover Lemonade
Recovery Orange (7 u/s/w and only at 36% ACV)