Developed brand idea, activation & measurement strategy for GM to enter the enhanced bottled water market.

1. Polynya
Ahsan Khohkar
Enhanced Arctic Water

2. The 4 Pillars
● Brand Strategy
● Brand Management
● Brand Activation
● Brand Measurement

3. BRAND STRATEGY

4. Company
Mission: Our mission is to make lives healthier, easier and
richer. General Mills is Nourishing Lives.
• Leader in multiple consumer categories globally
• $17.9b in Sales for Fiscal 2014
• Over half a billion in community contributions

5. Company
e
Worldwide, people turn to General Mills for breakfast,
lunch, dinner and snacks.

6. Company
e
Opportunity: To Enter the Bottled Water Category.

7. Consumer
Insights:
• Change in consumption behaviors from soda to healthier drinks
• 51% of consumers choose non-flavored bottled water
• Prefer value added benefits in bottled water
• Desire easy to understand beverages

8. Consumer
Insights:
• Women prefer premium brands within bottled water category
• 18% more women consume bottled water over men
• Recyclable packaging is important to consumers today

9. Consumer

10. Consumer
Achievers: Successful goal
oriented people who focus on
career and family. They favor
premium products that
demonstrate success to their
peers.

11. Consumer
Target Audience:
• Women 25 - 65 years
• Income: $75K+

12. Consumer
• Katie is an associate partner at McKinsey & Co.
• Solves complex organizational problems
• Married and a mother of two kids
• Top priorities are career and family
• Sits on the non-profit board for her company
• Leads a busy lifestyle but values health
• Ensures healthy eating for the entire family
• Exercises regularly
• Taste for premium & contemporary lifestyle products
Achiever / Executive / MOM / Warrior

13. Category
Bottled water is expected to become the largest category in the US

14. Category
• Market value expected to grow 26% by 2017
• Market volume expected to grow 18% by 2017

15. Category
• “ Premium Hydration” Niche
• 12% of all consumers opt for enhanced waters
• Higher margins per bottle
• Attractive option for retailers

16. Competition
Company Position Key Message Asset
Smart Water Vapor Distilled Inspired by the clouds
Vita Water
Bringing Clean Water to the
World
Save a life
Resource
Mindful of the environment
and supports a lifestyle of
well being
It’s more than hydration, its
total electrolytenment

17. INSPIRATION

18. Antarctica, the coldest and most
unexplored region in the word.

26. Inspired by a True Story...
For over 30 years, scientists have been trying to discover the source of the coldest,
deepest water on earth. They sent scientific instruments deep into the Arctic Ocean,
but obstructed by ice, these instruments couldn’t make it far.
If scientists find the coldest source of water, it may be the answer to regulating
earth’s climate.
To find this source, in the winter of 2008, scientist reached Cape Darnley in
Antarctica. Cape Darnley is a region of intense sea ice formation in the winter, with
a persistent polynya. Due to heavy ice in the region they were forced to move their
equipment to a backup site called M3. Here the scientists witnessed 20 seals
migrating, but soon the heavy ice at Cape Darnley obstructed them. Although, the
odds were stacked against them, one courageous seal decided to deep dive into the
ocean; piercing through ice, she lead her clan and the scientists to the coldest
source of water.
She went where no scientist or machine could go. All on her own, she took the first
dive towards solving the earth’s climate problem.

27. Brand Idea
UNLOCK POSSIBILITY.
Polynya provides you with the hydration and focus necessary to surpass
daily challenges that at times might seem impossible to overcome. It
enables you to be your best which in turn is the best for your family,
organization and the community at large.

28. Brand Platform
UNLOCK POSSIBILITY.
Personality:
● Resilient
● Bold
● Elegant
● Giving
Proof Points:
● General Mills
● Electrolytes
● Vitamins
● Foundation
Brand Attributes:
● Nourishing
● Eco - Friendly
● Premium
Benefits:
● Premium
Hydration
● Focus
● Energy
● Protects Marine
Life

29. Key Product Features
Product
● Swing cap bottle
● Nutritional Facts
○ L-Theanine
○ B-Complex
○ Electrolytes
● Foundation Information
Enhanced
Arctic Water
Polynya
Nutrition Facts
Serving Service 1 Bottle
Calories 150
Total Fat 0g 0%
Sodium 0g 0%
Carbohydrates 0g 0%
Sugars 0g 0%
Protein 0g 0%
L-Theanine 100%
B-Complex 100%
*Percent daily value based on
Seal foundation will
benefit from your
purchase.For more info
please go to www.seal.ce

30. Price Point
$1.80 $2.20 $2.50
Polyny

31. Price Point
Polynya $3.00Enhanced
Arctic Water

32. How are we different
• Differentiated Design
• Value Added Product
• Easy to Understand
• Protects Marine Life

33. Sample Messaging
Think Possible.

34. Sample Messaging
The Beauty of Possibility.
Polynya
Enhanced
Arctic Water
Marissa Mayer

35. BRAND MANAGEMENT

36. Brand Management
Although, the odds were stacked against them,
one courageous seal decided to deep dive into
the ocean; piercing through ice, she lead her
clan and the scientists to the coldest source of
water.
She went where no scientist or machine could
go. All on her own, she took the first dive
towards solving the earth’s climate problem.
Brand Story
Influencers/Customers:
Tap into the ‘Achievers’ desire
to give back while going after
their own goals.
Sportsclubs & Foundations:
Provide a new platform for
community building and
fundraising with a trusted partner.
Employees:
Inspires community and
caring for the planet leads
to commitment and pride.
UNLOCK POSSIBILITY
Centralized Governance
Brand Positioning

37. Logo Standards
-
The logo must
always be done with
“Polynya” in Marck
Script and
“Enhanced Arctic
Water” in Georgia.
The logo must
always have
stacked text:
Polynya
Enhanced
Arctic Water
The logo must
always be black
in all media,
product or PR
communication.
Communications
must always be
done in Georgia
font.
Polynya
Enhanced
Arctic Water

38. GRAPHIC IDENTITY
Logo
Brand
Asset
Color
Palette
Font
Marck
Script
Georgia
Polynya
Enhanced
Arctic Water

39. BRAND ACTIVATION

40. Key Touch Points
Home
Events &
Sponsorships
Retail
OOH
Sportsclubs
&
Studios
Work
Achiever / Executive / MOM Warrior
Gender: Women
HHI: $75K+
Buy brands that reflect personal
style
Buy based on quality

41. Prioritization of Touch Points
High end
- Coffee Shops
- Supermarkets
Gyms
Yoga
Spinning
Pilates
Fundraisers
Charity Events
Sites
Social events

42. Potential
CustomerBonding
Potential
CustomerDrop-off
_
+
1) Trigger: Interested
for Polynya triggered.
- TV
- Magazine
- Social Media
- Sportsclub/Studio
- In Store
2) Information seeking: :
Reads bottle, visits
website and learns brand
story
3) Active shopping:
Compares other brands to
Polynya and considers
purchase
4) Buying: Makes decision
to purchase Polynya.
Customer not converted: Is
not convinced of Polynya
brand story and premium
positioning
5) Acceptance: Likes taste
and falls in love with brand
essence
6) Post Purchase: Starts
drinking, replacing other
brands.
7) Regular Usage: Begins to
notice benefits after regular
use. Repeat purchase and
becomes an advocate of the
brand.
Alignment
Rejection: Cannot
distinguish experience and
taste from other brands.

43. Website Activation
www.thinkpolynya.com
• Interactive Experience
• Brand Story
• Organization
• Events & Partnerships
• Nutritional Enhancements
• Where to Buy
About us Our Water Crisis Contact Press Eco-Friendly Blog Find Us
Polynya
Enhanced
Arctic Water
UNLOCK POSSIBILITY.
Scroll
to
discover
with
Wally...

44. Giving Back
7% of our Annual Sales
www.saveourseas.com

45. Sample Ad for Partnership Activation
Save Our Seas. Unlock Possibility.

46. Sample Retail Activation

47. Sample Experiential Activation
Be Active with Save Our Seas
● Fundraise
● Sign Up to participate in
initiatives

48. “Message in Bottle” Experiential Activation
Placing bottles on
beaches around the U.S.
Wally sending messages
to communities asking
to save our seas.

49. BRAND MEASUREMENT

50. Brand Performance
Designing the brand
tracking strategy
leading to the creation
of the a brand tracking
report.
Choosing a
methodology
Interpretation of
tracking results
Identifying
what to track
Marketing Activities

51. Brand Performance
• Understanding of the
Brand
• Brand Ambassadors
• Success of brand
training
•Brand recall
•Preference for Brand
•Connection with Brand
•Brand Sentiment
•Share of Voice
• Brand Performance
• Brand Equity
• Brand Awareness
• Top of Mind
• Brand Association
• Sales
• Market Share - Value vs.
Volume
• Marketing Spend
• ROI on Marketing Spend Financial
Metrics
Benchmarking
Metrics
Internal
Metrics
Customer
Metrics

52. References
www.mnn.com/earth-matters/wilderness-resources/stories/scientists-discover-source-of-coldest-deepest-water-in
http://www.bevnet.com/magazine/issue/2013/premium-hydration-overtakes-enhanced-water
http://www.trefis.com/stock/ko/articles/222231/coca-cola-eyes-growth-in-the-sparkling-bottled-water-market/2014-01-14
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30
http://en.wikipedia.org/wiki/Nestl%C3%A9_Waters
www.drinksmartwater.com
http://www.resourcewater.com
www.vitawater.org
General Mills Company Website
Marketing Management, 14E, Keller & Kotler
Zenith International “Global Premium Bottle Water Report 2013”
Mintel, Market Line
Mintel, MRI Doublebase 2013

53. THANK YOU!
Polynya
Enhanced
Arctic Water