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THE NEURO STORYthe beginning, the middle and the …
[ the beginning ]
In just two short years with incredible sales and marketing execution with our partners,
we have gained National distribution
in over 50,000 stores
OVERALL (ALL SKU) BRAND LOYALTY
Among regular users, Neuro’s Brand Loyalty is competitive with much older, more established brands
Vita
min
Wat
er
Sobe
Life
Wat
er
Neuro
Func
tion
Skin
ny W
ater
Activ
ate
Bala
nce
Karm
a0%
10%20%30%40%50%60%70%80%
Net Promoter Score (Brand Loyalty)
Source: Confidential International Consulting Firm Study. 30 Expert interviews, 3084 consumers surveyed, 97 store visits. 2011 Euromonitor, 2011 Datamonitor, 2011 & 2010 Mintel reports Symphony IRI, & multiple Beverage Publications
SKU SPECIFIC BRAND LOYALTY
Neuro Sonic competes with or outperforms like SKU’s of many older, more established brands
Mon
ster
Rocks
tar
5-ho
ur E
nerg
y
Neuro
Son
ic
Red B
ull
Sobe
Life
wat
er
Vita
min
Wat
er0%
10%20%30%40%50%60%
NPS ScoreNeuro Sonic vs. other Focus
Functions
Source: Confidential International Consulting Firm Study. 30 Expert interviews, 3084 consumers surveyed, 97 store visits. 2011 Euromonitor, 2011 Datamonitor, 2011 & 2010 Mintel reports Symphony IRI, & multiple Beverage Publications
“Getting it on the shelves so customers can try it is not enough, we want to see velocity growth.”
– Merchandising Director, Grocery Chain
“To win in functional drinks, you need to build such overwhelming customer awareness and pull.”
– VP Sales, Distributor
“New products in this category die on shelves unless people are coming into the stores looking for them ”
– VP Merchandising, Grocery Retailer
The “Operating System for Life” campaign gave us a successful way to talk to the TRADE about Neuro, but…
“They could be the next vitamin water. Cool names and distinct packaging are a big part of their appeal”
– Store Mgr Chevron
“The packaging looks attractive and powerful…customers are intrigued”
– Store Mgr Walgreens
“The design of bottle and its functionality help set it apart from the rest.”
– Distributor
“We’re only at the “Functional Beverage 101 stage.”– Sean Seitzinger - Symphony IRI -2011
Neuro
The next great brand?
Great Brand
s In Today’s
World
1. Need To Be Simpler Than Ever To Execute Across Multiple Platforms
2. They Need To Engage … Not Advertise
3. Create Advocates Not Just Consumers
4. Need To Be Founded In The Truth
To Ensure
Neuro’s
Success
1. We Must Find A Truth That Connects With Today’s Consumer
2. And Create Some Depth Of Character That Enables Us To Go Beyond Category Expectations
3. Build Both Respect and Love with consumers
Resp
ect
UNKNOWN
KNOWN
KNOWN FOR SOMETHING
GOOD OR DIFFERENT
KNOWN FOR SOMETHING
KNOWN FOR SOMETHING
I CARE ABOUT
Love
Resp
ect
UNKNOWN
KNOWN
KNOWN FOR SOMETHING
GOOD OR DIFFERENT
Neuro
KNOWN FOR SOMETHING
KNOWN FOR SOMETHING
I CARE ABOUT
Love
Our Goal:
Sell 3.2 Million Cases Of Neuro In 2012Creating A Solid And Sustaining Base Of Customers In The US
What we heard from consumers
“An Operating System For Life”
is very serious and yet the bottles are so colorful and
fun. It just feels weird to me.”
- Bob, LA
“Does the product do what it says it will?
I love what it says, but how do I know
it will really work or is it just more snake oil
being sold to us based on our wish to find the perfect solution to our need.”
- Maria, NYC
People Are More Likely To Believe
Something Is Working If They Can
Explain How It Works
[neuro “truth”]
illuminate
spark
fire
ignite
[ neuro scientifically works]
[ real ingredients]
[ real levels]
[ delivering real results]
The Science Is Strong … We Just Need To Help People Understand It
“making it sesame street simple”
Science Alone However, Is
Very One Dimensional …
It Needs Depth Of Character To Entertain
Respect No Love
Love And
Respect
And Where
Art Meets
Science
Respect No Love
“play” Neuro | Light It Up - Mantra
For some, life is just the space between birth and death. But then there are others who seem to live a different life. Experience evangelists. Dream devotees.Peace paramours. Culture creators.
They live with excitement and abandon. They light it up.
WHAT WE HEARD:
People Are More Likely To Believe Something Is Working If They Can Explain How It Works
[how?]
MAKE THE SCIENCE SIMPLE
[solution]
NEURO | BENEFIT WITH SCIENCE
neuro BRAND: The spark than ignites your life
neuro SONIC: Increase alertness so you can focusCaffeine fused with L-
Theanine
neuro BLISS: Reduce stress to keep you calmChamomile blended
with L-Theanine
neuro PASSION: Increase your drive to pursue what you love
Caffeine combined with L-citrulline
neuro SLEEP: Sleep well so you can rechargeMelatonin mixed with
magnesium
neuro TRIM: Control your appetite so you eat less
A satisfying portion of fiber
neuro SUN : Feel better so you can shinehealthy dose of Vitamin
D
neuro SPORT: Replenish your bodypotassium mixed with
magnesium
speak simply & directly
explaining what neuro does & why
NEURO | BENEFIT WITH SCIENCE
neuro BRAND: The spark than ignites your life
neuro SONIC: Increase alertness so you can focusCaffeine fused with L-
Theanine
neuro BLISS: Reduce stress to keep you calmChamomile blended
with L-Theanine
neuro PASSION: Increase your drive to pursue what you love
Caffeine combined with L-citrulline
neuro SLEEP: Sleep well so you can rechargeMelatonin mixed with
magnesium
neuro TRIM: Control your appetite so you eat less
A satisfying portion of fiber
neuro SUN : Feel better so you can shinehealthy dose of Vitamin
D
neuro SPORT: Replenish your bodypotassium mixed with
magnesium
FOCUSON
THREE MESSAGES
$3.5 million NATIONAL
multiplatform media
campaign1.5 billion
impressions
While Specifically
Targeting Women
Might Seem Easier … We Risk Limiting
Our Growth Long Term
[Neuro Consumer Demo]PRIMARY TARGETM/F: 50/50
AGE: 25-34 yrs.
HHI: $75k+
Education: College
SECONDARY TARGET
AGE: 18-24 yrs.35-
49 yrs.
experience evangelists
dream devotees
peace paramours
culture creators
EARLY ADOPTER
ADVENTUROUSBORN TO LEAD
SETS TRENDS
HEALTH CONSCIOUS
FASHION FORWARD
SEEK QUALITY
BREAK THE MOLD
CURIOUS MIND
“I LIKE THINGS THAT ARE NEW AND DIFFERENT”
“DARE TO DREAM”
“STYLE IS THE ANSWER TO EVERYTHING”
EXPERIENCE EVANGELISTS
DREAM DEVOTEES
CULTURE CREATORS
PEACE PARAMOURS“SEE THE BEAUTY THAT SURROUNDS THEM”
FEARLESS IN THEIR QUEST FOR THE NEW
CURIOSITY AND PERSONAL BELIEF GUIDE THEM THROUGH LIFE
THEY WANT THE WORLD TO SEE THEM AS FASHION FORWARD TRENDSETTERS
APPRECIATE EACH STEP OF LIFE’S JOURNEY
NEURO | TARGET PSYCHOGRAPHIC
Gen C… “connected generation”
Digital…
It’s efficient and fun
[where we will live]
[online]
OOH
NEURO | 2012 MEDIA PLAN
LIGHT UP THE CONVERSATION
LIGHT UP THE WHITE SPACE
LIGHT UP THE ENGAGEMENT
DRIVE AWARENESS
SIGNIFICANTLY INCREASE COVERAGE
DIFFERENTIATE
BE WHERE CONSUMERS ARE CONNECTING
DRIVE SALES
ENGAGE CONSUMERS & DRIVE THEM TO STORES
THANK YOU
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