The Problem: sugar is enemy #1 in Western diet

Brain Sugar can rewire the

brain´s pathways. Diets full of sugar heavy foods

increases the risk of depression by 58%. Heart

Sugar inflames the linings of the arteries to the heart, increasing the risk of stroke & heart attack

Kidneys Sugar overload can damage

their delicate filtration system. Diabetes is one of the main

causes of kidney failure. Joints High-sugar diets pump inflammatory cytokines into your bloodstream, which can exacerbate arthritis.

“Sugar is now enemy number one in the western diet”

“Obesity experts campaign to cut sugar in food by up to 30%”

“Campaigners vow to cut sugar in food” “WHO: Daily sugar intake 'should be halved’” “Sweet tooth linked to heart attacks”

“Tesco to remove sweets and chocolates from all its checkouts” “Sugary foods to avoid: The ‘healthy’ snacks and drinks that – like fruit juice – hide potentially harmful high levels of sugar”

A few examples of articles published since January 2014

The Problem: Media identify the problem

The Problem: Consumers interest in “sugar-free“ spiked

The Problem: sugar free drinks“ is one of the hottest Google search trends in UK

NO sugar

NO sweetener

Only 13 calories

contains a hint of natural raspberry & mint flavour – t h e r e m a i n i n g content is purified spring water.

The perfect alternative for people who want a tasty drink but dislike sugar packed soft drinks.

tasty

not tasty

sugar free & sweetener free

contains sugar or sweetener

40  g  sugar    

25  g  sugar    

0  g  sugar    

23  g  sugar     0  g  

sugar    

0  g  sugar    

99% Guiltless delivers category value since there is no other product in tasty yet sugar-free / sweetener-free drinks category  

Market Positioning: 99% Guiltless fills a unique slot in the market

40  g  sugar    

25  g  sugar    

Agora Strategy: Consumer runs the business

Idea: to listen to the consumer and give them what they want

Result: huge market success

Idea: put the consumer in charge of the brand and let them create products after their ideals & needs

Result: will change business & make our society healthier

Agora Strategy: Peer 2 Peer recommendation driver for brand awareness

Sugar is not good for me, finally I found an alternative that I can trust

According to Nielsen 84% trust and take action after receiving a „recommendation from people they know“ & 70% trust „consumer opinions posted online“ (68% take action upon them) * See full table in last slide

Commercial Proposal

Distribu)on  to  50  stores  x  52  weeks  x  5  bo3les  sold  per  store  per  week  x  20%  margin  per  bo3le  (0.12  GBP)  @  RRP  of  1.50  GBP    =  1,560  GBP  turnover  for  one  SKU  in  the  first  calendar  year    

Conservative Sales Projection Model

Label: Designed by Lali

Ingredients combination: Submitted by Saskia

Brand Name: Submitted by Saskia & Allan

Brand Name: Submitted by The Agora Team

Front Text: Submitted by Jan

Closure: Material and color picked by the community

Back Label: Designed by Lali & Jan

Back Text: Submitted by Allan

Concept: Submitted by Allan

99% Guiltless was created by the Agora online community

Created by an online community & tested in London

During the creation of the flavour we got over 250 potential consumers around London to taste our drink till we found the perfect all natural formula.