Show:
Brand & Target Overview
Goals & Strategy
Product Education
Product Variations
Guess that Flavor
100

What are the four Brand Pillars? 

  • Wellness
  • Fitness
  • Food and Beverage
  • Local Culture
100

What is the weekly sampling goal?

  • 2,000 per market
100

How much of your immune system lives in your gut?

  • 70%
100

What are the three differentiated profiles?

  • Sparkling Probiotic Drink
  • Master Brew Kombucha
  • Apple Cider Vinegar Tonic
100

I’m the earthy type. Roots style, ya dig? Subtle, with that cinnamon & vanilla vibe

Roots Beer

200

What are the four execution methods for local market strategy?

  • Event Sponsorship: Higher Volume, Elevated Experience, Local Event Series
  • Local Community Sampling: Targeted Reach, Longer Engagement, Market Immersion
  • Guerilla: Consumer Integration, Broadened Reach, and Distribution
  • Influencer Drops: Build connections, Higher profile exposure opportunities, Themed packages
200
  • What is the overall 2018 campaign name? Please describe
  • Alive Like You
  • Active cultures. Live probiotics. Invigorating flavors. KeVita drinks are bubbling with liveliness, just like the people who drink them.
  • Our brand idea celebrates everyone that takes the life inside our bottles and amplifies it outwards.
200

What are Probiotics and what are their benefits?

  • Probiotics are live microorganisms
  • They are good for your gut! A healthy gut absorbs essential nutrients in foods, supplements and liquids more efficiently. 70% of your immune system lives in your gut so you need to “love your gut”
200

Which of the three profiles does not include Water Kefir in the fermentation process?

  • Masterbrew Kombucha
200

I’m bright like a crisp, sunny day. A true melon delight, if I do say so myself.

Lavender Melon 

300

Who is KeVita’s current target consumer?

  • Wellness Seekers (True Believer and Strapped Seeker)
300

What is the 2018 sampling strategy?

  • Hybrid Sampling strategy – mobile tour and local teams
300

What is Fermentation?

  • Fermentation is a metabolic process in which microorganisms such as yeast and bacteria convert carbohydrates (sugar) into organic acids and alcohol.
300

List one specific attribute of the Sparkling Probiotic Drink, Master Brew Kombucha, and Apple Cider Vinegar Tonic:

  • Sparkling Probiotic Drink: Light and refreshing, water kefir culture, low calorie
  • Master Brew Kombucha: Bold and smooth taste, Kombucha culture, caffeinated
  • Apple Cider Vinegar Tonic : Sweet and tangy, apple cider vinegar, low calorie
300

I’ve got that original leading-man style. Big spice with a dash of organic sweet.

  • Lemon Ginger
400

What are the four types of Booches, and how should we engage with each?

  • Basic Booch: Taste and educate
  • Curious Booch: Taste, educate, engage
  • Boss Booch: Taste, educate, engage, convert
  • Bad Booch: Listen and relate
400

What are the three tiers of the event footprint and when should they be used?

  • Trailer – mobile tour, large events
  • 10’ x 20’ – local teams, large event festival with 2,000+ attendees, 1 per month
  • 10’ x10’ – local teams, standard event setup
400

What is Apple Cider Vinegar, and what are some benefits people think ACV is good form?

  • Apple Cider Vinegar is an age-old elixir of fermented apples. It has a tangy taste profile!
  • ACV is good for balancing PH, digestion, cleansing, antioxidants, and maintaining healthy skin
400

What are the top five selling Sparkling Probiotic Drinks?

  • Lemon Cayenne, Lemon Ginger, Mojita Lime Mint Coconut, Strawberry Acai Coconut, Mango Coconut
400

A true digestive elixir that’s spicy, soothing, and invigorating

  •  Ginger
500

Name 3 of the KeVita potential prospects of the strategic target consumer?

  • Foodies
  • Trendy Diets
  • Scared Straight/Disease Preventers
  • Stomach Ailments
  • Gave up/Giving up CSD (bored with plain H2O)
  • Food Industry Engaged
500

Name 3 of the 5 2018 program objectives?

  • Take KeVita to the next level with brand presence and experience
  • Highlight KeVita’s superior taste while connecting to the product education
  • Adopt new consumers through trial and brand connection
  • Integrate into each market’s local culture while maintaining national presence
  • Communicate 1. Flavor for everyone, 2. Feel food beverage, 3. Versatility of product lines and usage occasions
500

What is the difference between Water Kefir and Kombucha?

  • Water Kefir grains are a unique culture that do not contain grains such as wheat!
  • Both Water Kefir and Kombucha are lightly effervescent, non-dairy drinks. However, Water Kefir is made by fermenting water kefir culture grains in water and sugar while Kombucha is made by fermenting sweet tea in a culture of bacteria and yeast.
500

What are the top five selling Materbrew Kombuchas?

  • Ginger, Pineapple Peach, Raspberry Lemon, Tart Cherry, Lavender Melon
500

I make every moment as refreshing as happy hour a la playa.

Mojita