Hoist-The Better Refresher Compilation - Abby Dewald

Hoist – The Better Refresher – faster absorption, greater flavor
Abby Dewald, September 29, 2013
Background
“Hoist is 12 very fluid ounces of hydration designed to get you back up to speed” (Hoist, 2013). The brand has been
promoting its perfectly isotonic and rapid rehydration beverage, but unfortunately, Millennials are not clear about
what this actually means and how it is differentiates Hoist from competitors like Gatorade and Powerade. Hoist’s
challenge is to promote its unique qualities that place it over competitors and to magnify its product benefits in order
to positively engage Millennials. Hoist’s unique qualities – that it is isotonic and provides rapid rehydration are
currently problematic. Secondary data reveals that Millennials are vaguely aware of rehydration and its meaning; but
they are completely clueless as to what isotonic means and why it matters (Raska, 2013). Indeed, one of Hoist’s most
unique qualities is that it is isotonic, “it allows your body to start absorbing rejuvenating electrolytes from the first sip”
(Hoist, 2013). Another important advantage is that Hoist rehydrates your body longer and more efficiently than
competitors.
Recommendations
We propose a total restructuring of the Hoist brand and all its supporting elements –
• Branding: As is, Hoist is not representative of the Millennial market they are targeting. The Hoist logo, now
somewhat staid and conservative, must be vibrant, bright and inviting. Hoist needs to utilize a more impactful color
palette (we recommend colors with a fluorescence to match current flavors … blah, blah and blah). With a new logo
and color palette, an exciting way we will bring this to life that Millennials will relate to in exciting ways (and
potentially go viral) is to create images/ads showing various Millennials balancing in athletic, dance, geek, and
yogic positions ON TOP OF a bottle of Hoist (A soccer player balancing on Hoist with a hand, feet in the air, a
ballerina in tights balancing on her toes atop a bottle of Hoist in an expressive pose; A Millennial geek planking with
a bottle of Hoist supporting him at his stomach, a person doing yoga, peacefully balancing on their head on top a
bottle of Hoist). These images suggest that Hoist represents lift, support, strength, confidence, and self-assurance.
• Packaging: Bottle – clear and cylindrical. Bottle cap is also cylindrical at the same width with a color from our
palette to match its flavor. The Hoist label is at the top edge, perhaps 1.5”, to suggest ‘having been hoisted to top.’
• Website: Focusing for now on above the fold, Hoist should be more engaging, integrating a more vibrant, fluorescent
color palette with the imaginative images mentioned previously in Branding. Product bottle shots, of course are also
to be interspersed imaginatively. These can be presented in slide-show header style. Lower left and lower right
above the fold want to be calls to action - an invitation to ‘enter your email’ to download the latest Millennial song
and an invitation to ‘get a free sample of Hoist’ and enter to win a brand new ‘Hoist-Mobile’ (gloriously branded!).
• Social Networking: For Hoist, we must integrate a program that encompasses all relevant social media (Facebook,
Twitter, Pinterest, Instagram, and LinkedIn) and leveraging these with relevant categories of interest. This could
include an exercise and fitness category, a Millennial lifestyle category, a category asking “How high have you taken
your hoist?” or “How big is your hoist?” (Example: John brought his Hoist with him as he reached the peak of
Mount Everest). This also wants to include a contest element.
• In-Store Promotions: Hoist needs to have in store displays that are an outgrowth of what the new logo and brand
image embody. Another engagement activity is to give out free samples and, as mentioned before, have a contest
where consumers can win a “Hoist-Mobile” (a white Beetle Bug wrapped in Hoist graphics/branding). There are two
marketing wins here – gathering potential consumer emails for nurturing campaigns and recruiting as many soldiers/
drivers in the Hoist-Mobile rolling campaigns as we wish!
Rationale
Apple is an example of a company that had a very successful rebranding campaign. In 1997, after a near bankruptcy
experience, they were able to produce reliable and elegantly designed products, making them juggernauts in
technology. (Aquino, 2011). Consumers also receive their packaging and promotions very well. Apple suggests that
the packaging is an extension of the product itself and should communicate its value beyond just the logo
(Gianfagna, 2010), just as Hoist would with its packaging and ads representing lift, support, strength, confidence,
and self-assurance. Also, Millennials perceive themselves as tech-savvy, innovative hippies (Boston Consulting
Group, 2012). 75% of Millennials have a profile on a Social Networking site (Pew Research Center, 2010). As
such, they like to find creative ways to integrate technology into their daily lives. They are also drawn to
fluorescent, psychedelic colors, since they identify with the hippie lifestyle. (Boston Consulting Group, 2012).
Other sports drink brands’ websites, like Gatorade and Powerade, include dark and harsh colors that do not
suggest refreshment (Johnson, 2007). “Online marketers can influence the decision making process of the
virtual customers…by creating and delivering the proper Web experience: a combination of online
functionality, information, emotions, cues, stimuli and products/services” (Constantinides, 2004). Since
Hoist’s brand awareness is so low, allowing a trial of the product will more likely attract consumers to try it.
“Providing an environment of trust is a crucial step for marketers hoping to build a platform for Millennials to
share personal information. When asked in an open-ended question what value brands needed to provide in
exchange for sharing their personal information, Millennials identified reward incentives as the top factor
fueling their trust” (Ferguson, 2011).
Aquino, J. (2011). The 10 Most Successful Rebranding Campaigns Ever. Business Insider. Retrieved September 19, 2013 from
http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1
Constantinides, E. (2004). Influencing the Online Consumer Behavior: the Web Experience. Emerald Group Publishing Limited, 14(2),
111-126. Retrieved September 19, 2013 from http://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=10&ved=0CJIBEBYwCQ&url=http%3A%2F%2Fwww.researchgate.net
%2Fpublication%2F220146932_Influencing_the_online_consumer's_behavior_the_Web_experience%2Ffile
%2F9fcfd50bfaf6426df4.pdf&ei=SEJDUo73DITXqgGDvYHwDg&usg=AFQjCNGP4D_lnfsgu4_cozUcApnxe9puhw&sig2=
oV6MsY4-ei7wSC52pCke5g
Feel Better Faster with Rapid Rehydration. (2013). Hoist. Retrieved September 17, 2013, from
http://drinkhoist.com
Ferguson, R. (2011). Born This Way: The US Millennial Loyalty Survey. AIMIA. Retrieved September 19, 2013 from
http://www.aimia.com/files/doc_downloads/aimia_geny_nov9_us.pdf
Gianfagna, J. (2010). Branding in the Package: Lesson from Apple’s Master Marketers. Gianfagna Strategic Marketing, Inc.
Retrieved September 19, 2013 from
http://www.gianfagnamarketing.com/blog/2010/05/21/branding-in-the-package-lessons-from-apples-mastermarketers/
Johnson, D. (2007). Color Psychology. InfoPlease. Retrieved September 26, 2013 from
http://www.infoplease.com/spot/colors1.html
Millennials: A Portrait of Generation Next. (2011). Pew Research Center. Retrieved September 19, 2013 from
http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf
The Millennial Consumer: Debunking Stereotypes. (2012). The Boston Consulting Group. Retrieved September 19, 2013
#
Hoist – The Better Refresher – Faster Absorption, Greater Flavor
Abby Dewald, November 11, 2013
Dance is my passion. My love for dance has allowed me to look at life from a more unique and creative
perspective.
#Background
#
Hoist’s quest for rediscovery is simple: Hoist needs to determine what their brand should stand for as
determined by the target market they select. Currently, Hoist’s target market is directed towards athletic
Millennials, which, in our opinion, at this stage is too broad. In my extensive research I discovered two
perfect markets that Hoist must target that will make it the dominant choice over other brands: dancers and
yoga enthusiasts. Both dancers and yogis find themselves practicing their discipline four or five times a
week. Their lifestyles are hectic while yoga and dance is their opportunity to replenish and refocus for a
few hours at a time. Nutrition and hydration are the main focuses between the two groups since proper replenishment increases
energy, focus, and concentration while improving recovery time from strain on muscles, joints, and bones. (SHAPE, 2006).
Dancers’ and yogis’ purchases include: replenishment beverages and nutritional foods, specialized attire, equipment (such as yoga
mats, blocks, dance shoes, and stretching equipment), and lessons (Dewald, 2013). In choosing a drink for hydration, dancers and
yogis most often purchase a specialized water—a low calorie, hydrating beverage. Sweat loss during a dance rehearsal or yoga
practice can be substantial—up to two liters per hour. Thus, it is imperative that dancers and yogis drink eight fluid ounces every
fifteen minutes. Whenever there is a break in class, they should have ready access to fluids, and should drink as much as they
possibly can during that time allotted to maintain hydration (Clarkson, 2005).
Recommendations
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•
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Hoist should tailor its Brand Story to dancers and yogis in this way: Hoist’s exclusive instant isotonic formula allows you to
‘live life less ordinary,’ instantly replenishing your body and mind so that you will be able to creatively excel to your own
best ability.
To properly position Hoist among dancers and yoga enthusiasts, we must emphasize that Hoist provides superior
replenishment for bodies that thirst in a smaller container.
We also must highlight that Hoist is a better refresher—the only hydration drink on the market that uses a scientifically
created isotonic formula made specifically for dancers’ and yogis’ greater replenishment needs.
For Hoist to communicate most effectively to this market segment the design must incorporate a more vibrant, bright, and
inviting design, utilizing a more impactful color palette—We recommend colors with a fluorescence to match current flavors.
Hoist should change its bottle to be clear and cylindrical with its cap also being cylindrical at the same width. The cap should
also have a sloped surface with a color from our palette to match its flavor. The Hoist label would be positioned at the top
edge, perhaps 1.5”, to suggest ‘having been hoisted to the top.’
As for in-store placement, Hoist should be positioned in convenience stores directly between the sports drinks (including the
various brands of flavored water) and water, itself.
An interesting promotion idea is to place a splash designed display case at the foot of an End Cap with an arrow fixed in the
center, pointed upwards. Above the arrow would be a bottle of Hoist dangling from the ceiling suggesting Hoist provides a
‘boost.’
With a new logo and color palette, an exciting way we will bring this to life is to create images/ads showing various dancers
and yogis balancing in athletic, dance, and yogic positions ON TOP OF a bottle of Hoist (A ballerina in tights balancing on
her toes atop a bottle of Hoist in an expressive pose; a person doing yoga, peacefully balancing on their head on top a bottle
of Hoist). These images suggest that Hoist represents lift, support, strength, confidence, and self-assurance. Rationale
“Dancers and yogis, alike, are exclusive groups of people who desire creative ways to express themselves while
refocusing the energy from their hectic lives to their practice so that they can fully commit to their art” (Stone, 2013).
This is the language Abbie used in describing the groups to whom she belongs, thus we can build the Brand Story to
include this type of diction to relate to our target audience. We can also infer that as artists, they enjoy inspired,
vibrant designs to match their colorful personalities. Through my observations I noticed both dancers (79%) and yogis
(100%) prefer hydrations drinks to enhance their practice and sustain their energy. Dancers slightly prefer bottled
water (57%), while yogis favor tap water (67%). This is most likely due to the fact that yogis are more
environmentally conscious and prefer to refill their bottles to conserve resources. The most prevalent brands selected
by our target market were Aquafina, Dasani, Evian, Smart Water, Vitamin Water, and Gatorade/Powerade. While
yogis only chose drinks that were purely water based, dancers’ selections included a wider variety. (Modo Yoga, 2013;
NKU Dance Class, 2013). However, what dancers and yogis are unaware of is that these drinks are not their best
option. They either contain manufactured sugars, food dyes, little to no electrolytes, or a deceptive addition of
vitamins (Chetner, 2012; The Healthy Dancer, 2012). Thus, Hoist’s perfectly isotonic formula and superior
replenishment qualities will make it a winner among its competition. Drinking a bottle of Hoist would be sufficient
enough to enhance performance and replenish your mind and body with less, allowing more time for focusing on your
practice. As Josh Heuser said, “The culture of more is evolving. We have now become a culture who needs just
enough” (Heuser, 2013). With Hoist, less is most definitely more.
#Methodology
In collecting my primary data, I conducted two interviews with NKU students who practice both dance and yoga. The first was
with my sister, Sarah Dewald, and the second was with Abbie Stone, whom I know through the dance department at NKU. The
interviews were administered separately but both occurred in the dance studio before class. Each lasted approximately 15-20
minutes, and were conducted on November 5th (Abbie Stone) and 7th (Sarah Dewald). I also observed 21 yoga enthusiasts at
Modo (Moksha) Yoga in Clifton, Ohio and 14 dancers at NKU during a Contemporary/Jazz class. Each class was
75 minutes long, and were conducted on November 6th (yoga) and 7th (dance).
#References
Chetner, M. (2012, June 18). Hydration and Replenishment for (Hot) Yogis. Mind Body Green. Retrieved from
http://www.mindbodygreen.com/0-5183/Hydration-and-Replenishment-for-Hot-Yogis.html
Clarkson, P. (2005). Nutrition Fact Sheet: Fueling the Dancer. IADMS. Retrieved from
http://www.iadms.org/associations/2991/files/info/dance_nutrition.pdf
Dewald, S. (personal communication, November 7, 2013).
Heuser, J. (personal communication, October 10, 2013).
Modo Yoga. (personal observation, November 6, 2013).
NKU Dance Class. (personal observation, November 7, 2013).
SHAPE. (2006). Good Nutrition for Dancers. Retrieved from
http://www.actsafe.ca/wp-content/uploads/resources/pdf/dancernutrition.pdf
Stone, A. (personal communication, November 5, 2013).
The Healthy Dancer. (2012, June 9). The Healthy Dancer (as cited in Clark, 2008). Retrieved from
http://thehealthydancer.blogspot.com/2012/06/hydration-for-dancers.html
#
Hoist – The Better Refresher – Faster Absorption, Greater Flavor
Abby Dewald, December 16, 2013
#
#
Dance is my passion. My love for dance has allowed me to look at life from a more unique and creative perspective.
Background
The Hoist Brand has had a long and storied evolution. In endeavoring on their quest for rediscovery, they have established one
39% of
penultimate objective: to significantly improve sales and brand awareness in the U.S. market. Our clients at Hoist understand the
Consumers
Know
what Rapid
importance of educating consumers regarding the absolute necessity for optimal replenishment and hydration. We know that
Rehydration
hydration is a key element to any individual’s regimen, whether they are simply using it as nourishment throughout their work day
Means!
[n=1,189]
or as replenishment after a rigorous workout. As a result of data collected from thousands of consumers, we are able to state now
with conviction that 93% of people believe hydration is at least somewhat important for their performance in their favorite activities.
As the data also reveals, the majority of consumers (68%) drink water, and it is the most popular beverage of choice consumed before, during,
and after their favorite activities. Their purchasing behaviors reflect this; however, according to the data, consumers purchase Gatorade most
frequently, then Powerade, then water. Even more importantly, 30% of consumers purchase these brands more than once a week. Hoist needs to
become the products that is top-of-mind for consumers, modeling, then exceeding these other
brands. It seems our greatest challenge is that 73.57% of people surveyed had never
28%
heard of Hoist, with only 10.88% stating they had used the product in the past, and
26.4%
21%
23% of
6.78% said they purchased the brand at least once before. The greatest challenge
Consumers Know
what Perfectly
(and opportunity!) that we must capitalize upon is that Hoist’s current message
14%
Isotonic Means!
reflects their perfectly isotonic formula and rapid rehydration effects, but only 23%
[n=1,189]
10.9%
7%
of consumers feel they really know what perfectly isotonic means and 39% for the
6.8%
0%
latter. Our conclusion is that it seems imperative that Hoist needs to revisit its marketing
campaign so that Hoist consumers truly understand and believe it is the Better Refresher among
Heard of Hoist
Purchased Hoist
Used Hoist
all hydration beverages.
Recommendations
• With our recommended deployment, Hoist must use Dancers and Yoga enthusiasts as a preliminary focal point for their marketing activities.
• In order to embody and then, expand upon the Dance/Yoga lifestyle, we must create effective marketing and educational materials that allow
Hoist to emphasize ancillary activities such as attending university, working, reading, socializing, shopping, etc. - all of the elements that are
normal part of a busy dancer/yogi's lifestyle.
• Hoist’s customers will want to purchase product on a regular basis. We must create a major push toward product representation in keyspecific grocery stores, with expansion strategies beyond that. For starters, it could be as simple as refrigerated, branded cabinets placed
strategically in higher end yoga and dance studios. This is where our message could gain power and momentum.
• Dancers and Yogis prefer a message that relates to their greater values in order to share the message among their friends. Such a message
might be: Perfectly isotonic formula allows you to live life less ordinary, instantly replenishing your body and mind so you can #LiftLimits in
what you do.
• Hoist’s redesigned packaging should include the word “isotonic” and display somewhere, subtly yet visibly, on the label that it is made in the
U.S. On the back of the bottle, Hoist should also include its other prominent benefits such as its specifically formulated content: no high
fructose corn syrup, artificial flavors, or colors, its low caloric content of only 70 calories per 16.9oz bottle, and its instant hydration effect.
• A 16.9oz bottle of Hoist should cost approximately $2.19.
• In order for Hoist and us to effectively communicate our message, we should encourage users to share the message through word-of-mouth or
through social media sites, specifically Facebook. This can be facilitated by regular Hoist dance/yoga lifestyle updates for those whom have
‘liked’ us on FB as well as e-marketing campaigns to friends – and friends of friends whom we broadcast to on all social sites – Twitter, FB,
LinkedIn, Twitter, Instagram, and on and on.
• When educating dancers and yoga enthusiasts about what perfectly isotonic is, Hoist must encourage (with emphasis) these potential ‘future
evangelists’ to try Hoist and to feed them information regarding the health effects that a perfectly isotonic hydration beverage provides and
how if benefits one’s body, mind and well-being.
#
Rationale
Dancers and yoga enthusiasts alike, as a way of life, value balance and replenishment as important and necessary elements in their everyday lives. If
we embrace this demographic, then our partners at Hoist are introduced to an extraordinary opportunity to reach out to these potential market-makers
and to make them a potential primary focus for their marketing activities that will bring them both credibility and word-of-mouth evangelization.
Because they are largely women (at this stage)—active, influential individuals in their communities and they possess the power of persuasion
(because they are ‘admired’ among their peers)—they will most certainly be able to encourage others to try our product, Hoist. Approximately 58%
of respondents were born between the years 1988 and 1993 putting our target market, respectively, between the ages of 20 and 25. Also, 75% of
participants are single, and 50% earn less than $50,000 a year. This is most likely due to the fact that a large number of this age group is still in
college (58%), with 39% working part-time, 43% working full-time, and the remaining 18% who are unemployed. Lastly, 68% of this demographic
describes their body type as being normal (fit). All of these factors must be taken into consideration when marketing to this population. According to
a Wordle created as a result of the data collected regarding respondents’ favorite activities, our target customer prefers reading, socializing, shopping,
running, and dancing as beneficial activities as a meaningful supplement to their educational and professional careers. Therefore, at this stage, we are
‘venerating’ dancers and yogis and ‘leveraging’ them as potential acolytes who will gladly carry the message to others about Hoist. Also,
86% would like to be able to purchase Hoist in grocery stores, making this a perfect reason for Hoist to release their product into grocery
chains. Hoist should also choose to use the message mentioned above for marketing purposes for several reasons. If Hoist were to utilize
this message, 54% of consumers would take initiative to learn more about the message, the terminology, and hashtags implemented. If
we were to choose a generic phrase with a similar message such as, “Do you live life less ordinary #drinkhoist #LiftLimits,” we would
be ignoring the characteristics and values of our target market. Instead, since our first message is more specific and targeted to a
particular audience, they will be 7.5% more likely to spread the message to their friends with similar interests, which is significant
enough to be taken into consideration. As for packaging, 62% recommended using “isotonic” on the label, 68% of participants believed
it was important to include “Made in the U.S,” 59% for instant hydration effect, 58% for no high fructose corn syrup, 56% for no
artificial colors, 54% for no artificial flavors, and 53% believed it was important to display Hoist’s 16.9oz bottle only contained 70
calories. Our consumers approximated a 16.9oz bottle of Hoist should cost $2.19. In sharing the message we chose, consumers decided
they would prefer to share the message through Facebook (53%) or in person (81%). Lastly, after learning a little bit more about what
Hoist was and what perfectly isotonic meant, approximately 69% would like to try Hoist, 57% would like to learn more about the health
effects of perfectly isotonic hydration, and 54% would like to learn how perfectly isotonic actually works. With all of this in mind, Hoist
will become the Better Refresher among all other hydration alternatives, and their prospective customers will scurry to the shelves to
delve into this newfound beverage to fuel their passions and #LiftLimits in what they do.
#
Story
#
Camilla is a yoga enthusiast and avid dancer who is passionate about her activities and she participates in these almost daily. She also has a
full schedule that includes university, work, reading for personal enhancement, socializing, and shopping when she can. On a beautiful
morning after her yoga meditation, she ventures to the grocery store to gather any supplies she may need for the week. When she walks in, she
is surprised and curious at an end cap display, showing a bottle of Hoist launched toward the ceiling by a huge splash below. The display also
exhibits this message: “Perfectly isotonic formula allows you to live life less ordinary, instantly replenishing your body and mind so you can
#LiftLimits in what you do.” She is immediately curious about the product and the information she saw on the display, so she takes a detour to
the hydration product isle where she finds Hoist situated between Water and Sports Drinks. She grabs a bottle of Hoist and quickly gathers that
Hoist is an instantly isotonic beverage with an instant hydration effect. No other beverage provides this! She turns the bottle to the backside
revealing it also only contains 70 calories, no high fructose corn syrup, and no artificial flavors and coloring. Noticing it costs $2.19, she
decides to try it anyway. She takes the bottle of Hoist and checks out, letting go of her immediate intention to shop for her weekly groceries.
As she sits in her car, she believes her friends would find this product interesting and valuable as well, so she takes a picture and posts it on
Facebook, making a mental note to extend the information to her dance and yoga friends when she attends her next practice. Thinking some
more about this product, Hoist, and its benefits a little further, she decides she wants to learn more and types in the phrase that caught her
attention, perfectly isotonic, at the display in the grocery store into her phone. There, she learns more about the health effects of
perfectly isotonic hydration and how it actually works. She is also directed to a page where she could try more of the product at a Blood Drive
event that is being hosted next week. The next day at her dance class, she decides to use the bottle of Hoist to test its benefits for herself. She
receives some looks and questions from her fellow dancers regarding Hoist, and she excitedly relays all the information she has learned thus
far. Everyone is enthused and kind of feeding off of each other’s’ energy, and they decide that they should all attend the Blood Drive event
together, providing each of them an opportunity to try Hoist, while also supporting a worthy cause.
Storyboard
#
Methodology
Results are based on an online sample survey conducted as part of Consumer Insights class (MKT 392), November 27 - December 6, 2013,
with a non-random sample of 1,681 respondents, aged 13 and older. Respondents were sampled through referral sampling method. 59
undergraduate marketing students enrolled in MKT 393 and MKT 333 were asked to complete the sample survey and then asked friends who
were interested in an active and healthy lifestyle and were born after 1980 to complete the survey. For results based on the total sample of
respondents, the margin of sampling error is ± 2.4 percentage points at the 95% confidence level.
#
References
Hoist Complete Data Report (Northern Kentucky University Data Set) [Data Set]. 2013, December 7. Retrieved from
http://nkubusiness.qualtrics.com/SE/?SID=SV_0OMuKi5ZzDslxRP