you in a bottle - monster juice
TRANSCRIPT
or “YOU IN A BOTTLE”
Distilling To get to the essence of what and who you are is a lifetime’s work. One needs to be brave, committed and willing to put aside ego and self-doubt.
Instead of sitting in my big red armchair with Scotch in hand and Booker Little in the air, delving into the depths of my soul, I decided to take a slightly more expedited approach.
Friends and Family chimed in, describing me in five words or less. Answers deviated, (my father-in-law couldn’t help but throw in goober) but one shined through.
Imagination.
The Beginning And what piece of the beverage industry better embodies unbridled
imagination than the Kids Beverage market segment?
It is here that we begin our journey.
Status Quo
When one thinks of the Kids Beverage market we see:
1. Super Sweet drinks 2. Disposable bottles, cartons or pouches 3. Used as a treat 4. Parents are split on liking them 5. Drink at a meal or on the go 6. Doctors have linked to obesity 7. Established competitors 8. Refreshment
* What if drinks had multiple uses? What if they weren’t treated as drinks, but as medicine? What if the drinks weren’t drinkable? What if we changed who paid who? *
Observations Trips to the local park, Whole Foods and a number of pre arranged interviews/observa<on sessions yielded the following:
Product • sold in packs • cap design crucial • wash down food • straw wrappers all over • made for lunch boxes • a lot of packets • takes place of fruit • straws easily lost • part of meal • hard to open • environment • natural
Kids • focus everything but food • juice squir<ng • want to put straw in themselves • used as treat • love straws • want it sweet • love characters • entertainment happening somewhere • bubbles
Parents • nutri<onal value • sugar content • obesity awareness • DIY juice • no trust • organic • seltzer • fresh important • dilute juice • worry about serving size • 100% otherwise candy • many op<ons
A Story “I was driving down Route 13 last November. It was a typical Ithaca day -‐ grey, dreary and cold. We had just come from the Whole Foods downtown and were going back to our house for play <me. Milo and Aurelia were in the back seat having a snack and a juice box.
What was a quiet car ride one second suddenly erupted into a storm of four year old screeching, <res squealing and juice everywhere. And I mean E-‐v-‐e-‐r-‐y-‐w-‐h-‐e-‐r-‐e.
Apparently, Milo who had been stewing over an earlier stolen cookie incident and also mad that we did not get his favorite juicy juice boxes, thought the day could use a liTle excitement.
And some payback.
Using his beverage like a weapon, and what un<l this day he insists was an accident, he sprayed the back of my head and all over the dash of the car.”
-‐ Amy Maltzan Parent, Ithaca NY
(as an aside, I did not realize what great stories doing research can pull from family members)
Insight
“Children generally don’t enjoy healthy drinks not because they dislike the taste, but because there is no reward.” In those sugary drinks that parents hate so much, the sugar is the reward.
Opportunity So what if a reward was built in to the beverage?
What if we made a beverage into an engaging experience for the child from start to end?
And, what if that beverage was good for the child’s health?
A Brief Analogy
“We’re doing for the Kids Beverages what Sesame Street did for
children’s television.”
A children’s drink that allows parents on the move to easily create
a healthy and participatory drink experience for their children by
providing engaging entertainment that is unlocked only once the
beverage is finished.
The Advantages Kid’s will be encouraged to finish their drinks quickly and completely in order to get at reward
• This minimizes the time when potential spills can be made
Reward at the end of the drinking experience encourages children to use there imagination
• The experience and interaction with the Monster Juice product will continue for much longer than that of a typical Kids beverage
One of the key ingredients in Monster Juice is Organic Apple Cider Vinegar
• Doctors have shown that this ingredient has the ability to calm down and elevate the mood of children. What more could parents want?
The Ethos
“Inspiring happy healthy little monsters”
Market Outlook
• Of the 10 Billion in sales within the Kids Food and Beverage market in 2010, 22.3% came from the Beverage sector • Within the sector 68.2% of sales came from juices or fruit drink • This juice and fruit drink sub-category is expected to grow in sales to $1.8 billion by 2015, increasing annually, on average by 3.4% • The rest of the kid’s beverage line is only supposed to grow at 2.6% per year
0
5
10
15
2005 2010 2015
Kids Food & Beverage Sales (in billions)
(source: Packaged Facts, Kids Food and Beverage Market in the US, 2011)
Thank You.
Ingredient listings and other fun stuff can be found on
www.monsterjuicedrink.com