Dark side of Mate - Communication Concept

Dark side of Mate

DEC 2015

NIKOLAJ JUNKER MADSEN design akademie berlin student

DARK SIDE OF MATE

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CONTENT

Dark side of Mate...

The dark side of Mate is a direction in which Club Mate Cola can go if it wishes to become “something bigger� than a soft drink. A strategic approach to raise the product above its competitor with newly developed values and believes, as the fundamental reason why the product exist, generating company and brand love.

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The Company and its products

35

Target group

6

Marketing Mix

36

Future Positioning

9

Market Overview

38

Creative Brief

Market trends

40

Communication Mix

Consumers

44

Media Planning

Competitor analysis

47

New corporate values

24

Positioning

48

Why Depression

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Summary

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Claim

30

Strategic options

51

Interactive Media

32

Communication goals

66

Final words

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The company and it’s products Brauerei Loscher

Club-Mate is a caffeinated carbonated Yerba-extract (Yerba mate extract is a nutritional supplement that is made from the leaves of the Yerba mate plant, which is found in parts of South America) bverage made by the Loscher Brewery (Brauerei Loscher) near Münchsteinach, Germany. The original Mate drink was “discovered/invented” in 1924 under the original name of SektBronte.1 The Loscher Brewery is a 5th generation family-company dating back to 1881 when Johann Simon Loscher became the first “beer brewing” Loscher. When Johann Simon Loscher passed the operation of the brewery on to his son Andreas Loscher, the company expanded to also include agriculture and a brick factory. In the 1960s under the leadership of Georg Loscher, the decision to focus on the core-business was made, and the agriculture division was leased out and the brick factory eventually shut down doing the 1970s. Through hard work Georg Loscher managed to expand and turn the brewery into a successfully family-run business. The foundation for Club-Mate was created back in 1984 when the production of soft drinks was started. In the beginning

the soft drinks were produced in 4 varieties: Cola-Mix, lemonade, orangeade and bottled water. Since then the assortment has increased, now containing 18 non-alcoholic products and 16 different beers. In 1990 Andreas Loscher took control of the brewery and discovered Club-Mate in 1994. At that time, Club-Mate was manufactured by a small bottling company near Ansbach, Germany. Since the owner of the bottling company had no interest in continuing the operation, he was looking for a medium-sized family business, to which he wanted to sell his business. Andreas Loscher saw the potential in Club-Mate and decided to purchase the license and patent for the product. Since then, Club-Mate is produced by Loscher Brewery (Brauerei Loscher) in Münchsteinach, Germany after the original recipe from 1924. In 2009 Club-Mate Cola was born out of the 85th year celebration of the Club-Mate recipe, combining the original Club-Mate taste with the flavors of Cola promising a new, unusual experience. In the summer of 2013 the Mate assortment was further expanded to include the Club-Mate Granat a fruity pomegranate tasting version of the original Club-Mate.

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Marketing Mix Product Program

The Loscher Brewery The Loscher Brewery (Brauerei Loscher) is producing 16 different types of beers: Pils, Premium Pils, Hell, 1881 Export, Zwickel Pils, Schwarzbier, Weizen dunkel, Hefeweizen hell, Radler, LEICHT, WeißbierPils, HEFE Weißbier LEICHT, HOPFENTHALER Alkoholfrei, PRIVAT MALZ, WEIZENTHALERZITRONE Alkoholfrei, WEIZENTHALER Alkoholfrei. Their selection consist of classic varieties such as their Pils and Premium Pils, which both have gotten international recognition in different competitions. The Pils is awarded “Bier des Monats”2 2002 by Deutschlands Bierclub (Beer club Germany) and as the only German brewery won gold medal at The International Beer Challenge in London in 2013. The Premium Pils won bronze at The International Beer Challenge in 2012, and managed to move up the ladder by one step winning silver in 2013. Besides classics beer variants The Loscher Brewery also produces a LIGHT beer with less alcohol as average beers, plus multiple non-alcoholic beers. Their selection also includes modern flavor-mixed beers such as their WEIZENTHALER-ZITRONEAlkoholfrei a non alcoholic beer with a hint of lemon. Their softdrink/ nonalcoholic selection consists of 18 different products: Tafelwasser “spritzig”, Tafelwasser “medium”, Tafelwasser “naturell”, Orangenlimonade, Zitronenlimonade, Cola-Mix, LOSCHI Cola, Exotic, Apfelschorle, ACE, Apfel-Kirsch, Multi-Vitamin, Schwarze Johannisbeerem, Sport and the Club-Mate variants: Club Mate, Club Mate Ice T-Kraftstoff, Club-Mate Cola, Club- Mate Granat and CLUB-MATE “Winter-Edition”.

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Product Program Club-Mate Cola

Product Program Club-Mate

“The original” Club-Mate was ‘invented’ in 1924. Mate is a word from the Native American language meaning ‘sqash’.

Yet, the tea is not made from pumpkin leaves, as one might expect, but from the leaves of the holly of which more than 15 different types exist in America. In Native American medicine the leaves are used as a cure for gout, fever and jaundice. The hispanic conquerers, who occupied the land on the shore of the La Plata River from 1536 on, were introduced to mate by the Native Americans. As early as 1610 the Jesuits began cultivating the mate plant. At the end of the eighteenth century mate tea was distributed as Jesuit tea in North America and Europe. Today the consumption of mate is highest in Argentina. In Europe mate was extremely popular in the 1930s.3 The Club-Mate drink contains 20 mg caffein per 100 ml. It contains 5 g of sugar per 100 ml and have 20,5 kcal per 100 ml which is notably under the average colas and other energy drinks on the market. The product is sold in a 0,33 cl bottle and the “classic” 0,5l bottle.

The Club-Mate Cola is an softdrink with an interesting mixture of the original Club-Mate with cola. Compared to other colas on the market the ClubMate cola has a strong focus on natural ingredients. The product contains only natural caffein coming from the Mate leafs, and no additional artificial caffein is added. The taste is described as flavourful with notes of cinnamon, cardamom and ginger, this is unlike any other sugar or sirup tasting colas on the market. The design of the bottle can neither be described highly attractive nor disgraceful. The high contrast between the dark color of the drink itself and the red text on the label is an eye catcher and attracts attention. The logo with the woman has associations to Latin America fitting well to the origin of the Mate tea used in the drink.

From the bottle it is clear that we are dealing with a different product, astray from the mainstream cola drinks.

The Club-Mate Cola only comes in a 0,33cl glass bottle. The Club-Mate product range also includes a ClubMate Granat, the original Club-Mate with pomegranate flavor. The Ice-T Kraftstoff is called the “little brother” of Club-Mate even though it contains a slightly higher amount of caffeine than its “big brother” Club-Mate original.

And finally there is the special Winter Edition sold from November 2015. The winter edition is spiced with traditional winter flavors: cinnamon, star anise, cardamom and citrus extracts to fit to the cold time of the year.

Price

Place

On the official “Club-Mate Shop” website4 the Club-Mate cola is sold in a pack of either 9 or 25 pieces. The 9-pack costs 12.50 € (€/Liter 4.21) including tax. and 0.72 € Pfand5 that leaves a total price of 1.38 € per bottle. The 25-pack costs 28.90€ (€/Liter 3.50) including taxt and 2.00 € Pfand.5 Thats leaves a total price of 1,16 € per bottle. In supermarkets where the Club-Mate Cola also can be found the price usually varies from 0.85-1.50 € for a Club-Mate Cola 0,33 cl. According to own observations, at smaller kiosks around cities the prices varies according to location and time of day. That is an indication for that the Loscher Brewery have is no set fixed market price for the product. Most retailers do however lean on the prices set by the official web-shop.

At their factory near Münchsteinach, Germany the Loscher Brewery has its own shop where its products can be bought. According Marcus Loscher, only locals come by to shop there, the rest of the distribution is handled by partners.6 Today the Club-Mate Cola is being exported to 52 different countries around the world.7 Ranging from Canada, USA and Chile, in the west over Europe, Sweden and Denmark in the north to Italy and Spain in the south. Expanding to Malaysia and New Zealand in the east. In Germany the retailers include supermarkets, kiosk and cafe’s, but also nightclubs and bars sell the Club-Mate brand. The retailers are located in urban areas and depending on country it can be difficult to find the Club-Mate in the area where you are located. For that the local ClubMate websites offers an online map to

Club-Mate Cola

Club-Mate Cola track down retailers in your country.

Speaking from personal experience, the online map is more decorative than useful. After using it multiple times in Rome, Italy and Vancouver, Canada, results have been disappointing most of the time. Retailers might be selling the brand, but appear to never have any in stock.

The fact of the “hard to get”8 creates a special atmosphere around the brand and instead of being only irritating it adds value to the brand a sort of treasure hunt.

The official Club-Mate webshop is an independent startup created by to young entrepreneurs and have no legal or financial ties to the Loscher Brewery.9 The distribution of the Club-Mate is therefore highly external outside of the Loscher Brewery organization.

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Marketing Mix

Promotion

Club-Mate Cola

The Club-Mate was intentionally not promoted by any other media than “mouth to mouth propaganda” creating a core base of highly loyal consumers.

The company also have a no sponsoring policy, to prevent the decision making of what to sponsor or not. In Germany the Club-Mate lost its “hard to get - insider drink” atmosphere do the the fact Club-Mate now is available in most supermarkets and street corners. An event that have made some of the company’s initially core and loyal consumers turn their back on the brand, believing it has become too conventional.10

With the introduction of the Club-Mate Cola the Loscher Brewery teamed up with Hamburg based ad agency Jung Von Matt to create a campaign for the new drink. This was the

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first print campaign to be launched for the Club-Mate Cola. Under the name of “See-Saw” the campaign had a dark, cryptic, and mysterious atmosphere.

At first sight you might be wondering “what does this campaign want from me.. what is it trying to tell me?” It is like abstract art, you either hate it or love it, a thing abstract art and the Club-Mate Cola have in common. See Saw means going up and down which can deciphered simply as cola opening your eyes. Waking you up. At a closer look on the campaign you can see an anthropomorphized Club-Mate Cola bottle doing one of two things: turning frowns upside down, or opening sleepy eyes. Transferred into a club environment the Club-Mate Cola effect would be refreshing/ new energy to go on. A cryptic campaign but with an essential

core message from the brand - “different” energy.

On social media channel Facebook the official Club-Mate page currently, stand 11.10.15, have 119.659 likes. The last post is from January 15th, stand 10.10.15, which was liked by 163 people. There is no official Club-Mate Cola page, but a fan page does exist currently, stand 11.10.15, with 70 likes.

Analysis

Market Overview The market overview will focus on Club-Mate as a brand in the soft-drink market, narrowed down to Germany and in particular the Berlin area, and not include the rest of the Loscher Brewery’s products.

Germany is Europe’s largest market for soft drinks and alcoholic beverages. In 2013, the average per capita consumption of soft drinks and mineral water reached 126 liters and 145 liters respectively. In the same year, non-alcoholic beverages accounted for EUR 11.1 billion in retail sales, whereby mineral waters (EUR 2.2 billion), cola and mixed cola drinks (EUR 1.7 billion) were among the most important categories.

Segments with above average growth included calorie-free cola drinks and fruit juice drinks.11 The report “Industry Overview - The Food & Beverage Industry in Germany”, issue 2014/15 produced by Germany Trade & Invest states that:

“although a number of major international players are present in the German soft drinks market, the industry is highly differentiated… with the top three companies generating only one third of total sales.”

“although a number of major international players are present in the German soft drinks market, the industry is highly differentiated… with the top three companies generating only one third of total sales.” This makes the German alcoholic beverage market an attractive business opportunity – particularly for niche or value-added products.

The consumption of soft drinks in Germany have experienced a slight increase in the years from 2005 to 2013.

According to Statista the average consumption of soft drinks per capita in 2005 was 113.5 liter a year. In 2013 that number increased to 125.5 liter per capita per year. A total growth of 10.6% in a 8 year period. It is noticed that the growth begun to stagnate in 2012 and did not increase noticeable from 2012 to 2013. According to the report “Carbonated Soft Drinks in Europe” august 2013 by MarketLine Industry Profile the total European soft drinks market is forecasted to have a value of $78,646 billion, an increase of 13.6% since 2012.

The compound annual growth rate of the market in the period 2012–17 is predicted to be 2.6%

The Club-Mate Cola is acting in a market with high competition. The competition is characterized by both international multibillion dollar companies, and smaller local manufacturers, focusing more on the niche market, in which Club-Mate Cola is acting.

The european soft drinks market is a market in steady growth expecting an annual growth rate of 2.6% towards 2017, opening up new possibilities for expansion and product innovation.

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Analysis

Market Trends Recent consumer trends in the German food and beverage market have, above all, been influenced by a number of far-reaching changes in society: an aging population is fueling demand for health and care as well as functional food products to prevent or overcome conditions including diabetes, high blood pressure, and cholesterol.

Healthy nutrition plays an important role in the lives of around 70 percent of the population. (Germany Trad & Invest 2014/15)

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Organic foods The organic food movement has long since achieved mainstream status in Germany. More and more consumers are seeking to improve their sense of well-being, health, and even their performance levels through the consumption of a healthier diet. With more than EUR 7.6 billion in organic food sales in 2013, Germany is a frontrunner in the production and consumption of organic food products, and by far the largest market in Europe followed by France (EUR 4 billion) and the UK (EUR 2 billion)12 The organic mindset is transferred from groceries into drinks, into fashion. German supermarkets are increasingly introducing their own organic brand labels and more and more shelf space is being taken up by organic products. The strong trend in organic food also makes itself known in the number of new organic food shops popping up everywhere in the urban landscape. The introduction of the standard EU-organic label further boost the production, import and distribution of organic products.

Enviorment protection The global mega-trend of environment protection has slowly found its way to all of us in our daily life. Air quality and global warming are two of the hottest topics in the society regarding environment protection. The industry plays a key role in pollution and the emotion of CO2 gasses. Many consumers demand and expect companies to do theirs in the protection of our shared nature and in the reduction of the company’s CO2 burden. Many companies initiate initiatives to reduce their impact on the climate also the Loscher Brewery have a written strategy for how they protect and benefit the environment best possible. With the media’s strong focus on this topic the consumers are very aware of the fact of environment protection. Legislators and political institutions across states have for years been negotiating plans and initiatives to protect our planet - negotiation driven by much political wrangling.

Many NGO’s have seen the dawn of light due the the environment protection mega-trend and daily, new organizations and initiatives are being created to protect our planet. Researchers have for years been looking for new ways of producing goods with a lower impact on our environment, while scientists and engineers are trying to shape and create a better tomorrow through innovation and new technology. The soft drink industry is part of this system. Due to the huge load on our water supplies, manufacturers are constantly trying to reduce the water demand needed to produce their products.

Health As consumers become more educated and discerning about health claims and marketing promises, they tend to balance their spending across different health and wellness categories based on price, availability and ethical concerns. The old split between organic lovers and skeptics is becoming less relevant as consumers better understand the health risks of industrial agriculture.13 Well-being is shaping food and beverage markets worldwide and this is particularly true in Germany. While health becomes a status symbol for the newly old, the number of young people who are interested in preventing illness

Analysis

“Consumers recognize the importance of maintaining their mental health” has shown growth. To the young being healthy is equal to being sexy and attractive - it has become an important part of our personality. Consumers increasingly recognize the importance of maintaining their physical and mental health and this has driven sales of wellness-linked foods such as natural products, vitamin water, organics and nutraceuticals.14 Consumers are much more aware of what is inside the products they buy, thanks to information technologies such as the smartphone with instant access to information regarding whatever ingredient.

Premium 2.0 Consumer participation in local food systems is growing, and the value of local food sales, defined as the sale of food for human consumption through both directto-consumer (e.g., farmers’ markets) and intermediated marketing channels (e.g., sales to institutions or regional distributors), appears to be increasing.15

The choice of choosing a smaller more special and local brand has become a sign of education and intellect. Our choices tell much more about who we are than many other aspects of our behavior, and even young students now start to actively seek out products coming from special niche manufactures as well. The feeling of something local/ small has a stronger bond to the consumers. We can to a higher extent relate to the smaller and local, giving the product a feeling of higher quality, in both taste, handwork and design.

Industry Movements Ingredients - stevia Thanks to the instant access of information like never before, consumers have in recent years become much more aware of what they are eating and drinking. Society has declared “war” against sugar, and created a movement towards alternative sweeteners.

Sugar is by many consumers not seen directly as dangerous but as something we should avoid to the best of our abilities. The industry has taken the observation of a much more health obsessed consumer group into account and created new products with reduced sugar levels, lately Coca-Cola introduced the Coca-Cola Life, Pepsi Cola with their Pepsi True, both colas with a new type of sweetener called Stevia. A standard Coca-Cola contains 39 grams of sugar and a standard Pepsi Cola 41 grams of sugar.16 WHO’s recommended sugar intake for an average adult per day is 25 grams.17 Both Coca/ Cola and Pepsi Cola is far over that recommended amount. The sugar level in the Club-Mate Cola is 33 grams per serving. Stevia is the industry’s new “weapon” to get around the conversation of sugar. Stevia is a herbal extract, derived from a leafy plant called Stevia rebaudiana and a calorie-free “natural”

alternative to artificial sweeteners such as aspartame and sucralose. It’s been used as a sweetener for over a decade in the US, though it wasn’t until 2008 that the Food and Drug Administration approved stevia (more specifically, a compound in stevia known as Reb-A) as a food additive. Coca-Cola has used stevia in 45 of its products worldwide.18 The two major sweet compounds that are isolated from the stevia leaves are called Stevioside and Rebaudioside A. These two compounds are hundreds of times sweeter than sugar.19 In 1991 a study was done by researchers at the Chulalongkorn University Primate Research Center in Bangkok, Thailand (Yodyingyuad, 1991).The researchers’ objective was to study the consequences of daily ingestion of stevioside in hamsters and its effects on two subsequent generations. The study showed no significant difference in the average growth of the first generation of hamsters in the groups receiving stevioside. No matter what dosage they were given. Even the third generation of hamsters, at 120 days of age, showed no significant differences in body weight. The researchers agreed, “The results of this study are astonishing. Stevioside at a dose as high as 2,500 mg/kg did not do any harm to these animals. We conclude that stevioside at a dose as high as 2.5 grams per kilogram of body weight affects neither the growth nor reproduction in hamsters.”20

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Industry movements Water usage The environment conscious consumer group have for long made industries create strategies to take an active part in the protection of our environment.

In the soft drink industry the water usage per liter of produced product is a key milestone for every company. According to Coca-Colas own website the company “intend to reduce our water use ratio, the amount of water we use per liter of product produced, while growing our business. Our goal, set in 2008, was to improve water efficiency systemwide by 20 percent by 2012, compared with a 2004 baseline.”21 In 2011, Coca-Cola used 293.3 billion liters of water to make 135 billion liters of product, giving Coca-Cola a water use ratio of 2.16 liters per liter of product.22 Coca-Cola as a market leader in the soft drink industry directs the whole market to take action in lowering their water usage. It is Coca-Cola’s official goal to eventually lower their water use ratio to 1 liter of water used per liter of product produced.

“Coca-Cola is not alone in the race for sustainable packaging. Carlsberg announced a ground-breaking agreement to develop the world’s first fully biodegradable woodfiber bottle for beverages.”

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Plant bottle Driven by the global environment protection trend companies are now rethinking their environmental impact.

In 2009 Coca-Cola introduced their PlantBottle™ The PlantBottle™ is a fully recyclable PET plastic beverage bottle made partially from plants. It looks and functions just like traditional PET plastic, but has a lighter footprint on the planet. 23 Coca-Cola informs; the PlantBottle™ packaging accounts for 30 percent of the Company’s packaging volume in North America and 7 percent globally, some 6 billion bottles annually. The first version of PlantBottle™ , state 2009, was made up to 30% plant-based, reducing the amount of fossile fuel needed to produce its packaging. On June 4th the Coca-Cola company announced a new generation PlantBottle™ one made entirely of plant material, including sugarcane.

PlantBottle™ is “the globe’s first fully recyclable PET plastic bottle made entirely from renewable materials,” said Nancy Quan, Coke’s global research and development officer, in the statement. The bottles are still plastic, but made from plants including sugarcane

and byproducts of processing sugarcane, rather than petroleum products, which leave a much larger environmental footprint. It was developed in partnership with Virent, a processor of biofuels and biochemicals.24

But Coca-Cola is not alone in the race for sustainable packaging. On 22nd January, 2015, in the context of its participation in a panel on Wasteless Supply at the World Economic Forum in Davos, Carlsberg announced a ground-breaking agreement to develop the world’s first fully biodegradable wood-fiber bottle for beverages. Carlsberg has initiated a three-year project with packaging company ecoXpac, with the collaboration of Innovation Fund Denmark and the Technical University of Denmark, to develop a biodegradable and biobased bottle made from sustainably sourced wood-fiber, to be known as the “Green Fiber Bottle”. All materials used in the bottle, including the cap, will be developed using bio-based and biodegradable materials primarily; sustainably sourced woodfibers, allowing the bottle to be 100% responsibly degraded.25

Analysis

Consumers The mysterious “hard to get - insider drink” have had an attractive effect on a hedonistic target group. Andrea Rehnert from the food chain Tegut informs: “The Club-Mate brand is most popular among modern ‘hippy’ students who wants to stay awake.”26 They are the generation Y, the Net Generation also called the Millennials. The term Millennials is usually considered to apply to individuals who reached adulthood around the turn of the 21st century. The precise delineation varies from one source to another, however. Neil Howe and William Strauss, authors of the 1991 book Generations: The History of America’s Future, are often credited with coining the term.

Howe and Strauss define the Millennial cohort as consisting of individuals born

between 1982 and 2004. According to the article DEFINITION Millennials (Millennial generation) “Millennials grew up in an electronics-filled and increasingly online and socially-networked world. They are the generation that has received the most marketing attention. As the most ethnically diverse generation, Millennials tend to be tolerant of difference.

Having been raised under the mantra “follow your dreams” and being told they were special, they tend to be confident. While largely a positive trait, the Millennial generation’s confidence has been argued to spill over into the realms of entitlement and narcissism. They are often seen as slightly more optimistic about the future than other generations -- despite the fact that they are the first

generation since the Silent Generation that is expected to be less economically successful than their parents. Millennials grew up with computers, the Internet and the graphical user interface (GUI).

This familiarity makes them adept at understanding interfaces and visual languages. They tend to adjust readily to new programs, operating systems (OS) and devices and to perform computerbased tasks more quickly than older generations. Although it’s been proven that multitasking is not usually an effective way to work, Millennials may be the employees that are most likely to pull it off.

Millennials are generally comfortable with the idea of a public Internet life.

Privacy, in the Millennial eye, is mostly a concern of functional settings limiting who sees their online shares. This comfort with social media means they are good at self-promotion and fostering connections through online media. But this approach often results in an issue when comparing themselves to peers.

Millennials are sometimes frustrated by the grass seeming greener on the other side of the fence. That impression may be due to people’s image crafting, which emphasizes their good qualities and exciting parts of their lives.

Having grown up being bombarded by advertising, Millennials tend to be skeptical about promotional material of any kind. Whether buying products and services or considering employment, Millennials are more likely to listen to their friends than to be affected by marketing or public relations material. This characteristic makes both conventional marketing and employee recruitment practices often ineffective for Millennials.”27

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Consumers

Millennial facts

Source: Pew Research

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50 percent of Millennials consider themselves politically unaffiliated

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29 percent consider themselves religiously unaffiliated

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They have the highest average number of Facebook friends, with an aver age of 250 friends vs.

Generations X’s 200

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55 percent have posted a selfie or more to social media sites versus 20 percent of Generation X

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8 percent of Millennials claim to have sexted, whereas 30 percent claim to have received sexts

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They send a median of 50 texts a day

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As of 2012, only 19 percent of Millennials said that, generally, others can be trusted

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There are about 76 million Millennials in the United States (based on research using the years 1978-2000)

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Twenty percent have at least one immigrant parent

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According to research done by danish insurance company Tryg, one of the biggest challenges the millennials face is over-protection. The study explains a trend in parenting called “curling-parrents.” A phenomenon where parents wants to play a to big a role in their children’s lives. The parents put a lot of work in helping children with social relationships and it is largely the children’s lives, desires and experiences that dominate the family talk and activities. The parents would like to have independent and responsible children, but many interfere in children’s everyday life sweeping problems away in front of them. They give their children only a few duties and try to resolve as many conflicts and difficulties for them as possible. Later in life the “curling-kids” face great defeat, which can lead to depression and loneliness, because they have not learned to cope with even simple problems.28

The Club-Mate Cola consumer group can be described as “students” currently enrolled in an undergraduate or graduate degree in the range from 19 to 29 years of age. They live in urban metropolitan areas and seek excitement, originality and individuality. They are ‘hipsters’ and front runners creating the trend instead of following it. Constantly online they are connected to the world at any giving time.

They uses the web multiple times a day, staying in touch with their network. They are on a constant move trying to fulfill their needs, and desire adventure and excitement. Netflix, HBO and other streaming services are used more than traditionally “flow TV.” As students the income is small ranging between 450-1.300 euros a month. The consumers of Club-Mate Cola are willing to seek new adventures, constantly on the move, and are generally modern, young “hipster” students creating trends instead of following them.

Looking at them from a Sinus Milienu29 perspective, the Club-Mate Cola consumer group is located to the east of the model in the Movers and Shakers, and Escapist areas. Stretching into the High Achiever and Adaptive Pragmatic milieu. The Movers and Shakers are; transnational trendsetters, mentally, culturally and geography mobile. Online and offline connected. Constantly on the search for new frontiers and solutions. The Escapists are living in the here and now, carefree and spontaneous; often conformist at work but choosing to break free from the shackles of everyday routine in their free time.

COMPETITOR Analysis The battlefield of competing products in the soft drink market regarding Club-Mate Cola can be divided into there main categories: Colosseum: 1. Same product to the same target group 2. Same product category 3. Substitutional Same product to the same target group On the German soft drink market 3 manufacturers are competing for the Mate-Cola market-shares. The three competing companies are: Vivaris and their Mio Mio Mate Cola, OETTINGER and their Mate-Cola, and Loscher Brewery and their Club-Mate Cola.

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VIVARIS MIO MIO MATE COLA

Vivaris is an accepted ‘umbrella’ refreshment-band among consumers.

They produce: fruit drinks, Apfelschorle, soft drinks, energy drinks under the name quixx, Mio Mio Mate, Mio Mio Mate Cola, mineral water under the name Emsland, Limonade under the name Emsland and Sinalco. The Mio Mio Mate brand is probably the second most known mate brand after Club-

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Mate, in multiple online reviews the Club-Mate is always referred to as the “original” in comparison with the Mio Mio Mate. The Mio Mio Mate Cola is currently not active with any Paid media activities. All of its currently advertising is earned media, newspapers and blogs talking about the ‘mate movement’, both online and offline reviews and comparisons between the different

Mate and Mate Cola manufacturers.

The owned Mio Mio Mate Facebook site have 856 likes, stand 17.10.15, but no owned Facebook site for Mio Mio Mate Cola exist. The only owned media for the Mio Mio Mate Cola is the official Vivaris website giving short information about the company and the product.

OETTINGER MATE-COLA

The OETTINGER company is a family business dating back to 1731. The company stands for tradition and detail to quality. One of the company’s core philosophies is not to use expensive advertising.30 The company produces 25 different types of beers, ranging from classics such as Pils, Export and Schwarzbier to more exotic flavored beers; Weizen & Grapefruit, Weizen &

strawberries and Mixed Beer and Cola.

In addition to beers the company also produces 10 different types of soft drinks including the Mate-Cola. On social media the company is active with its own owned Facebook page. Currently, stand 11.10.15, 36.258 people likes the company. The Facebook page is a company page for the whole OETTINGER brewery and not exclusively

for the the Mate-Cola. The company posts daily on their Facebook page.

Posts consist mainly of pictures of the products, the production facilities or situations where the products are being enjoyed. No owned or earned Facebook page exist for the Mate-Cola. The company’s website is well developed with good pictures and lots of information about the products and the company.

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Same product category Companies in the same product category are companies who produces other types of cola soft drinks. Due to their sizes Coca-Cola and Pepsi Cola are seen as two of Club-Mate Cola’s biggest competitors regarding the product category. Besides the multibillion companies Fritz and its ‘Berlin hip’ brand Fritz Cola are threatening Club-Mate Cola.

PEPSICO PEPSI COLA The Pepsi Cola brand is owned by the company PepsiCo. PepsiCo, Inc. was established through the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H. W. Lay Company, founded

by Herman W. Lay, also in 1932. PepsiCo offers products to over 200 countries and territories, their 22 iconic, billion-dollar ”Global Brands” are their biggest sellers. In addition to Pepsi Cola the” Global Brands” include: Lay’s, the no. 1 snack brand in the world, Mountain Dew, Gatorade, Tropicana, diet Pepsi, 7up, Doritos, Quaker Oats, Cheetos, Mirinda, Lipton Tea, Ruffles, Tostitos, Aquafina, Pepsi Max, Brisk, Sierra Mist, Fritos, Diet Mountain Dew, Starbucks ready-to-go and Walkers.

The PepsiCo product range is massive, and these are only their “Global brands.”

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In January 2015 Pepsi Cola launched its biggest marketing campaign in the history of the company. The international campaign “Live for Now”, developed by Lloyd&Co and Moondog, is celebrating Pepsi and its new message to live every aspect of your life as intense as possible. From a strategic perspective the new campaign has huge importance for how Pepsi wants to be positioned in the market. According to Kristin Patrick, Senior Vice President and Chief Marketing Officer at PepsiCo Global Beverage Brands, Pepsi Cola wants to be positioned “as the company that encourages you to break out of the routine and make every single moment unique.”31

In centrum of the german campaign is the international TV-Spot “Rooftop” in which a young, attractive group of friends are gathered for a spontaneous party on a rooftop terrace. The goal of the campaign is to make Pepsi-Cola, through the Life for Now campaign, deeply anchored in the minds of consumers as a brand associated with “breaking out of routine” and unique moments in life. The

marketing aim of the campaign is to generate a range of more than 600 million TV contacts. That would make the campaign, the biggest Pepsi TV campaign, there has ever been in Germany. Pepsi cola is not only visible in the market though paid TVSpots. It has a strong earned community on social media sites, in Germany focused

on Facebook and Youtube. The Pepsi-Cola Germany includes a huge section of user generated content, created in the events of the campaign “Live for Now” which encouraged consumers to take pictures of their unique moments and share it in the community.

The Pepsi Youtube channel is full of owned media. One of the company’s most successful productions is “Uncle Drew” a documentary style series of videos created in chapters and each chapter

normally takes 4-5 minutes. In the “Uncle Drew” mini series Pepsi Cola turns Kyrie Irving, NBA Rookie of the Year, into the elder Uncle Drew showing his skills off on the basketball court to the ‘younger generation’ or the ‘young blood’ according to Uncle Drew himself. With a total of 43,316,974 views across three videos, the Uncle Drew story is one that was created with shareability and spreadability in mind, by the brand. After the “Live for Now” campaign, running in the first 6

months of 2015, Pepsi launched its #PepsiChallenge campaign following the spirit of breaking with routine and making every moment unique. The #PepsiChallenge challenges its consumers to do something different, and share it with the community, for example record a 15 sec video of yourself showing your inner rockstar to the world, every participant has the opportunity win a for a trip to London.

The Pepsi Campaign is normally running 6 months at a time, they are continuations of each other streamlining the communication. The campaign are usually “blown” out to the masses with huge advertising activities in the beginning followed by activities mainly on the company’s social media networks and other owned channels. The official Pepsi Cola Facebook site have 33.834.756 likes, state 14.10.15.

According to a representative online survey done by Produkt+Markt (see annex 1) Pepsi has an awareness of 97% by individuals in Germany from 16-25 years of age.

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THE COCA COLA COMPANY COCA-COLA Coca-Cola was invented in Atlanta in 1886.

In 1929 „Essener Vertriebsgesellschaft für Naturgetränke“ tapped the first Coca-Cola bottle in Germany. For the first 85 years the “original” Coca-Cola was the only Coca-Cola product on the German market.

Today Coca-Cola produces 80 different products, their biggest brands are: CocaCola, Sprite, Fanta, Coke Diet, Coca-Cola Zero, Coca-Cola Life, Dasani, Minute Maid, Ciel, Power Ade, Simply Orange, Coca-Cola Light, Fresca, Vitamin Water, del Valle, smart water, mello yello, Fuze, Fuze tea, burn, Honest Tea and odwella.

Like Pepsi Cola, Coca-Cola is active in every media possible. Their currently still running campaign, made by Wieden+Kennedy, from 2010 under the international claim “Open Happiness” and in Germany under the local claim “mach dir freude auf,“ puts optimism and the joy of life in centrum. Few American companies have worked as hard as Coca-Cola to associate themselves with pleasure/

happiness. One of the company’s first advertising slogans, in 1905, was “Coca-Cola Revives and Sustains.” The most obvious aesthetic forbear for the “Open Happiness” is perhaps the iconic 1971 ad “I’d Like to Buy the World a Coke,” for which Coke gathered hundreds of teenagers of various ethnicities on a hillside in Italy, at the height of the Cold War, to sing an anthem about bringing harmony to the world by serving it a carbonated beverage.

“That was the basic idea: to see Coke not as it was originally designed to be, a liquid refresher, but as a tiny bit of commonality between all peoples, a universally liked formula that would help to keep them company for a few minutes,” Bill Backer, who was at the time the creative director on the Coca-Cola account for McCannErickson, wrote.32

Besides paid TV-Spots, huge out of home advertising, and online paid media activities Coca-Cola is active on multiple social media sites with it’s owned media activities. On Facebook Coca-Cola currently have 93.341.161 likes, stand 16.10.15, and is also active on Twitter, LinkedIn, YouTube, flickr, Instagram and Google+. Their activities spread across every media possible.

According to AdWeek Coca-Cola is currently working on their next campaign to follow the “Open Happiness” from 2010. According to the site 10 ad agencies is currently competing to produce the next marketing campaign from Coca-Cola.33

According to a representative online survey done by Produkt+Markt (see annex 1) Coca Cola has an awareness of 99% by individuals in Germany from 16-25 years of age.

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FRITZ KOLA

Fritz-Kola is a soft drink company from Hamburg, Germany. They are mainly known for their high caffeine cola and lemonades with a caffeine amount of about 25mg per 100ml.34 Their advertisement is often powerful and edgy with a huge “caffeine” shot of “dark” humor. They have paid activities in both print media as well as out of home banners in urban areas. Then are active online on social media sites where

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a fan group is creating lots of earned media for the brand. The brand has a strong urban identity. With the poster slogan “koksen ist achtziger” (koksen refers to cocaine ) the brand promotes itself as the necessary kick for big city life. The brand has a strong focus on the party scene and a specific focus on young students, to whom Fritz communicates the strength of their product due to its high caffeine content. Lately

the brand ran into some bad publicity when it was published that the brand tried to buy out the competition on store shelves by offering shop owners money in return for not selling competing products.35 According to a representative online survey done by Produkt+Markt (see annex 1) Fritz Kola has an awareness of 58% by individuals in Germany from 16-25 years of age.

REDBULL SIMPLY COLA

The RedBull Simply Cola is brewed by RedBull, the product does not contain any of “the original� RedBull energy drink. The RedBull Simply Cola drink has been on the German market since 2008. In 2009 German officials at the Health Institute in the state of North Rhine Westphalia, banned the product in six states after traces of cocaine was found in the drink. The German officials eventually backed down when research found it would take 12,000 liters of RedBull Cola for negative effects to be felt.36 The RedBull Simply Cola advertises itself as an all natural

cola containing only natural ingredients free of phosphoric acid, preservatives and artificial colors or flavors.

The latest marketing campaign for the RedBull Simply Cola it an TV spot from 2014. Besides paid TV-Spots the product and company is online on its own owned microsite as well as the official company site. The company is on social media sites like Facebook, where the company has 44.124.881 page likes, stand 17.10.15, and 799.551people talking about the brand. The company is known for sponsoring different kinds of extreme sports.

Substitutional products The last competitor category is products that covers the same consumers core-need as Club Mate Cola. These products can be described as other types of products that quenches your thirst. The products range from tap water to other types of soft drinks. Besides soft drinks like Coca-Cola and Pepsi, the competition is by brands such as Bionade, Wostok and even breweries and alcoholic products.

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Analysis

Positioning RedBull The RedBull Cola is positioned in the area of adventure due to the identity of the RedBull brand. With the claim “RedBull gives you wings” the RedBull brand is closely connected to extreme sports and clearly wants to be positioned as a brand for the adventureadrenaline-seeking individuals where courage, impulsiveness and spontaneous decisions play a key role.

Pepsi With their new campaign “Live for Now” Pepsi Cola wishes to be positioned as the company that encourages you to break out of the routine and

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make every single moment unique.

The company is therefore located in the adventure area of the Limbic Map. But where RedBull focuses more on the extreme, Pepsi wishes to take a down to earth perspective focusing on the every day life of its consumers.

Coca-Cola The “open happiness” campaign clearly position Coca-Cola as a friendly and “happy” brand. In her thesis Erkenntnisse des Neuromarketing für die Positionierung von Marken (2009) Julia Krähe states “Durch diese Entschlüsselung wird aufgezeigt, dass die Marke Coca Cola im Emotionsraum im Bereich

der Balance einzuordnen ist. Dabei wird das Motiv der Sicherheit klar angesprochen. Dieses Motiv wird beim Genuss der Marke Coca Cola unter Freunden aufgrund des Zusammenhalts und der Zugehörigkeit sehr stark gefördert und setzt somit gleichzeitig positive Emotionen frei.”37 Julia Krähe thereby proves Coca-Cola is to be positioned in the balance area of the Limbic Map with, family friendship and security as core-values in Coca-Cola’s position in the market.

Fritz The Fritz Kola is communicated as a true power horse. A “pick-me-up”

©Gruppe Nymphenburg Consult AG

product much stronger than any other cola product on the market. Although it is full of power the product makes it really clear it is only being produced with natural ingredients. The strong focus on the amount of caffeine makes this product “powerful”, thus enabling you to go all night and perform your best. This focus positions the product in the dominance area of the Limbic Map where power and elite are core focuses. The Frizt Kola’s communication includes elements of humor, and adventuresomeness to prove its title at the “stronger” cola because of the high amount of caffeine.

Mio Mio Mate Cola Due to the lack of communicational information it has been difficult to position the Mio Mio Mate Cola in the Limbic Map. The position in the fantasy/ pleasure area with a huge focus on pleasure has been made on behalf of information on the Vivaris website stating “..nicht nur den Genuss einer Cola, sondern auch den Ausdruck eines Lebensgefühls und der damit verbundenen Erlebniswelt”38 OETTINGER MATE-COLA The OETTINGER Mate Cola communication is focused more on the health benefits of the Mate plant. It

explains the positive effect of the active ingredients in the mate leaf helping to stimulate your muscles and boost your metabolism. The product is therefore positioned in the balance area where health is a core focus.

Club Mate Cola So far the Club-Mate Cola has failed to build itself a strong and clear position in the market with values in which the brand believes in. However its mysterious “spirit” appealing to hedonists draws the brand to the stimulant area of the Limbic Map.

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Summary The study found that the Club-Mate Cola consumer group are young adults in the age from mid teens to late twenties.

They are seeking something unique instead of something conventional. They are always online and use many different kinds of media, even multiple at the same time. They live in urban areas and can be describes as the Millennials which face the negative consequences of overprotection. Having been bombarded with advertisement since birth,this group of consumers have a natural shield and trust their friends much more than advertisers.

There is strong competition from other cola brands which are constantly feeding the market with communication. The two other Mate-Cola products are not noticeably active with any kind of communication, leaving good odds for Club-Mate Cola to be noticed. Especially improvements to social media marketing, on channels such as Facebook, Snapchat, Instagram and YouTube have huge potential.

The most popular trends in the soft drink market today is a higher focus on environment, health, leading to a higher awareness of what ingredients, particularly sugar levels, the drinks contain. The “Premium 2.0.” trend has affected the consumer group choosing a product such as Club-Mate Cola over cola brands such as Coca-Cola and Pepsi Cola. Meanwhile the industry is trying to optimize their production facilities and processes leading to a reduced water use ration per liter drink produced, a positive impact on the environment. “Plant Bottles” will be the industry’s next tool in environment protection, the fully biodegradable bottles will have a positive impact on the nature around us, but will also save CO2 emissions by getting rid of the transportation needed for multiple-use bottles.

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STRA

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TEGY

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Strategic Options

1

2

3

“The Original” Club Mate

Focus on

Regain org. core consumers

The family run Loscher Brewery with their 91 years old recipe for Club Mate could be the center of a new campaign building trust to the consumers as a traditional good quality product. None of the other competitors can claim to be in the market for so long as ClubMate. Club-Mate’s age is automatically being associated with good quality and craftsmanship. The story of the Loscher family’s discovery of Club-Mate could be a key emotional center for the campaign. The recipe for Club-Mate has not changed since 1924, and that might be for a good reason. Thus, Club-Mate is a real classic full of tradition.

Decision: This strategy is not being followed. The company would risk losing its target group which would not like to be considered themselves as traditional and “still standing.”

The health and natality trend might come in handy for Club-Mate Cola which only contains natural caffeine.

The word “natural” has a positive effect in society and the natural ingredients in the Club-Mate Cola could be center for a new campaign. Filled with natural antioxidants the Club-Mate Cola could be “the better” choice in the cola market.

Decision: This strategy is not being followed. The interest of natural ingredients is not high enough to reach the wished outcome of the campaign.

The original club mate have created a hard core fan base who is now starting to turn their back to the brand, believing it is becoming too conventional, and lost it’s “insider drink” spirit. A new campaign could recreate the “hard to get” feeling for Club Mate Cola.

Decision: This strategy is not being followed. The Club-Mate brand would limit itself to a to small target group.

As center for campaign

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Natural ingredients

Wanting a “insider drink”

4

5

Health benefits

Help target group

The mate tea has proven health benefits, being really attractive for a target group on a constant search for a healthy way of life. A campaign for the health benefits of the mate tea should focus on the positive effect, the mate extract have on our bodies. For instance, it can be used as a cure for gout, fever and jaundice.

Decision: This strategy is not being followed.

The young generation (Generation Y) has a higher chance of depression than any generation previous to them. This can be attributed to overprotection in their childhood. Since this group of people is an important part of the ClubMate target group, these individuals play a key strategic role in the success of Club-Mate. A campaign targeting this topic should address the problems in a fresh way that the target group would find interesting and thereby build a life long relationship to these individuals.

Decision: This strategy is being executed, it is a interesting opportunity for the Club-Mate brand to lift itself above the competition, stating that they are more than a cola drink, they are part of their target group, and they are there for them. The communicative focus should be daring and fun but with an underlaying understanding, of the seriousness the consequences of a depression can follow. With this strategy Club-Mate have a unique opportunity to differentiate itself from the competition.

Of the mate tea as centrum

Avoid depression and loneliness

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COMMUNICATION Goals

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COGNITIVE The brand Club Mate is well established and known to the majority of their target group. The Club Mate Cola, however is far less recognized within the scope of knowledge. With the new campaign the aim is, within the campaign time spectrum, to raise the supported product awareness by the target group to minimum 40%

AFFECTIVE The main goal for this campaign is to create company and brand love. New clear company values and beliefs shall make it easier for consumers to establish a strong bond between the Club Mate Cola and themselves, perceiving Club Mate Cola as something “bigger� than only a drink. The sympathy for Club Mate Cola should thereby raise to 20% CONATIVE The aim is 15% of the target group who knows Club Mate Cola will be willing to share the product within their network.

Performance measuring To verify the communication goals achievement, quantitative questionnaires before launch of the campaign as well as at the end will be used to measure brand awareness. The results from before campaign launch will be compared with the results from after to determine the success of the campaign. The brand image and sympathy will be measured through qualitative one-to-one interviews. The interviews also reveal how willing the target group is to share Club Mate Cola within their network.

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Strategy

Target group The Club-Mate Cola target group can be categorized into two almost identical segments. In the Sinus Milienu model both segments are located in the Movers and Shakers and Escapist areas. They are transnational trendsetters, mentally, culturally and geography mobile. Living in the here and now, carefree and spontaneous; often conformist at work but choosing to break free from the shackles of everyday routine in their free time.

Segment 1 are students, both male and female, currently enrolled in high-school, an undergraduate or graduate degree in the range from 16 to 25 years of age. Their studies have some, more or less, relation to the creative, tech or startup world.

Segment 2 are entry-level positioned young recent graduates, both male and female, working in the startup, tech, or creative industry, 23-29 years of age.

Location Both segments are living in big cities with a population of more than 1.000.000. Enjoying every aspect of their urban lifestyle, with multiple options for whatever they may desire and an offer for whatever need they may have, whether its is a special supermarket, dancing all night long or a specific kind of yoga class. The living city with a lot going all the time attracts the target group, constantly exploring the city they live in.

Family Family has a lower priority here and now for the target group. They wish to explore the world, and are not quite ready

to commit themselves for life. Family is used as support when needed and lovers, boyfriends or girlfriends, are joining in the exploration of the world around them.

The target group is breaking free from the traditional role of relationships creating solutions that suit their personalities best.

Takes are often started on one device and finished or continued on another.

Work Segment 1 is currently enrolled in highschool, or pursuing an undergraduate or graduate degree. They are full time students. Many also have a job besides their studies making some extra money they can spend on exploring the world around them and other social activities.

While they are still exploring the world, many in the target group are starting to get a clearer picture of what industry they see themselves in, in the future

Buying and consumer behavior Segment 1 as consumers mainly buys cheap due to a limited income. The price is therefor a key factor regarding their consumer behavior. However for certain things the target group is prepared to spend a lot of money. These things are often technologies, clothes and travels.

Their daily groceries are often bought based on a routine, many without their own established connection to brands but buying what they know from their parents. Without a strong connection to brands they are willing to experiment and try different products. If a product does not live up to their expectations it will be replaced by another.

”transnational trendsetters, mentally, culturally and geographically mobile”

Segment 2 for the first time now has an disposable income substantially higher than ever in their life. As young adventurous individuals most of their income is being spent and only a little percentage is being kept for savings. They are willing to spend a lot of money on technologies, culture, social activities and all sorts of experiences. Their daily groceries are often bought based on a routine their purchase decisions is often “I like it” rather than “I need it”

Segment 2 is “young professionals” working in an entry-position in the startup scene, the tech or creative industry. They have the world ahead of them and are eager to gather as much experience as possible. They have a strong focus on worklife-balance and enjoy spending time with colleagues outside of the office as well.

Sparetime The target group lives in urban areas, where there are enough opportunities for everyone. Whether it is going to a concert or night club, enjoying a beer in a park or bar, art galleries and exhibitions, or coffee at cafes; entertainment and social activities are ranked high on their list of spare time activities. Their spare time is characterized with a lot of action and change. Because they grew up in an “always connected” culture, they tend to feel scared when they are disconnected or alone.

Engagement Even though the target group has a strong focus on individuality, they have a strong sense of the society they are living in as well. Many are involved in different volunteer activities or local sport clubs interacting with the community. The target group is tolerant and open to the world around them, sharing much more of themselves than any generation before. Constantly online on various media, with multiple d vices, they use the internet for everything.

According to best for planning39 segment 1 consist of 5.36 Mio people equivalent to 7.74% of the total german population.

Segment 2 consist of 6.44 Mio people equivalent to 9.30% of the total german population.

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Future Positioning The target with the new campaign is for Club Mate Cola to own the position of curiousness, creativity and art in the Limbic Map. The new clear position in the market will send a clear message to its consumers and differentiate itself from its competitors. With clear values the Club-Mate Cola makes it easier for its consumers to empathize and build a strong relationship between them and the brand. Curiousness is a new core value for the brand and should not only be part of the product’s communication but part of the product’s entire identity. From now on, in everything Club-Mate Cola does, curiousness is everything! As big a part of the product as the ingredients used to produce it.

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Creative Brief

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Central Idea Benefit/ Core Value

Creative Light Idea Tonality Feel Like

NOT A COLA. DARK MATE LOVE YOUR INNER FREAK… (LET THE DARK OUT) BE CURIOUS, CRAZY, CREATIVE AND ARTISTIC THE DARK SIDE OF MATE… (Dare Devil) “THE FORBIDDEN FRUIT” SCHWARZFAHREN STEALING COOKIES FROM THE JAR

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Strategy

Communication Mix THE APPROACH

HERO Go-big moments and lighthouse events designed to raise awareness and excitement among the target group and wider public.

HUB Regularly scheduled push-content designed to interact and activate target group participation.

HOME Always-on and easy accessible new pull-content defining the #dark curious community, designed for and created

by Club-Mate Cola’s target group.

HIDDEN A underlying team working in the dark. Raising Club Mate from being just a product to ‘something bigger’ with clear values and beliefs.

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Strategy

THE CONTENT

HERO • Event - Berlin gets dark before it gets late • Out of home - dark side of… (e.g. Living alone) • Online banners HUB • Sponsored paid-social media, Facebook, Instagram - show us your dark side HOME • Owned and Earned Social media;

Facebook - Dark side of mate. Umbrella function, show

us your dark side. Top 10 of #darksideof… (Reddit

listing function) Instagram - #darksideof…

Vine - #darksideof..

Youtube - 360 videos, something in the dark Pinterest - Dark way to be.. creative, artistic, curious Snapchat - Glimpse of the dark HIDDEN - “let the dark out, or it will let you down” 2nd stage of the campaign, taking a twist on the “Dark side of Mate.”

Digging a step deeper in the “dark” world addressing the issue with depression.

•

OUTER’s - team in corporation with Jugendnotdienst40 to help people let their dark out.

Owned Social media Facebook - “Let the dark out..” Challenge friends to

let their dark out, you have to too, to see theirs.

Snapchat - this is happening…

Instagram - the dark is out… (artistic content) Vine - say it with Dark YouTube - case videos “True stories” • Out of home - “depression happens in the dark…” let the dark out poster, change content/ message doing dark and light.

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Communication Mix

HOME = Engine room Solid base of both self-published and user generated content, defining the “Dark side of Mate� community and creating brand relationship.

HUB = exitement A humorist approach to the theme Dark side of Mate creating attention, embracing discussing end encouraging target group interaction.

HOME + HUB = fulfillment Provide understanding and interest by delivering content for discussion and entertainment.

HERO + HUB + HOME + HIDDEN = Legacy Embrace company and brand love. Raising Club Mate above the competition with its newly defined values and beliefs.

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Chosen communication mix groups

Out of home Online Social media Event

Billboard advertising provides a huge reach followed by a higher amount of wastage, delivering the message, compared to other advertising media.

Billboards are in particular good to attract attention and raise the product awareness. Therefore they will be used as a “Kickstarter” for the campaign, bringing Club Mate Cola to the “top of mind” of the target group.

Digital Street-Level-Displays In a 2nd stage of the campaign Digital

Street-Level-Displays will be used instead of billboards, keeping the high reach but bring the campaign closer to the receivers. The Digital Street-Level-Displays will generate a more intense and personal experience, being able to reach the target group on a much closer distance than billboards, fitting well with the content of the campaigns 2nd stage (HIDDEN).

The target group is constantly online, and looks to the internet for information, entertainment and communication. Living a big part of their life online they share almost everything within their social community. Online

advertising is an highly interesting channel for this group. With multiple possible touchpoint doing the day the target group is easy reachable for the campaign.

To entertain, activate and interact with the target group, social media is the most relevant media. Every single channel has its own individual purpose and effect on the target group. The different platforms shall be used in different ways to optimize the outcome and

make it the best possible experience for the target group. Social media is particular appropriate to the relative young target group, which is characterized by always being online, reachable at any time of day.

To embrace company and brand love, events will be held to build first-hand relationships between Club Mate Cola and the target group. Unforgettable experiences shall be created building

a bond between Club Mate Cola and the target group. Events is a media where it is possible for Club Mate Cola to regain status as something bigger than a cola drink.

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Strategy

Media Planning With the campaign, students and young professionals, in entry level positions, in the age from 16-29 is targeted. The target group have some, more or less, relation to the startup, tech or creative world. The media-target group has a potential of 8,87 Mio, equivalent to 12,58% of the total german population.

Advertising pressure The main media goal is a high contact rate causing target group interaction and participation. By the use of targeting tools the advertising pressure will constantly be adjusted to achieve the wanted amount of interaction and target group participation

Time line

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Media goals For the campaign the following media goals are listed after relevance.

1 2

High contact rate The HUB content is designed to interact and activate target group participation.

A high contact rate is thereby necessary.

Range To achieve a total product awareness of 40% within the target group.

A high media range is necessary.

Strategy

Advertising Media The total campaign budget is in percentage divided between the communication mix as followed. The total media spending represents 45% of the total campaign cost. 55% of the price for the campaign is represented by spendings outside paid media, e.g. editorial content, social media manager, event and campaign staff.

Media spending Total campaign spending HERO (+ HIDDEN)

Out of home

Online banners

40% (20%*) 20% (5%*) 45%

HUB

paid Social media

40% (20%*)

Campaign spending HERO

Event

25% (15%*) 55%

HOME + HIDDEN

owned/ earned

Social media content

75% (40%*)

* spendings, in percentage, in comparison to total campaign cost.

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Media planning

Facebook paid media plan Daily ad budget 2.000 EUR “On-demand-frequency” based on target group interaction and participation. Every ad has a lifecycle of 3 weeks (1 week testing, 2 weeks “flight 2”) After the 1st ad lifecycle can a target group participation percentage be calculated. A new ad life cycle will be launched the moment the target group participation, on average within a 5 days period, is 30% lover than the previous value.

A/B testing, also called split testing, is a method by which all ad life cycles will be evaluated to find out which ad headlines, body copy, images, call-to-actions, or a combination of the above work best on the target group.

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For Club Mate Cola the ad life cycles test will have two main test focuses: Ads’ Design Tests Title, image, text, placement, call to action Ads’ Targeting Tests precise interests, age, gender, relationship status, behaviors, school, work

External Facebook Ads Manager software must be used to conduct the A/B tests, and manage the total Facebook campaign activities efficiently.

NEW CORPORATE VALUES

LOVE YOUR INNER FREAK‌ Let the dark out, be crazy and love the freak inside you.

Be curious, creative, artistic and always explore the world around you!

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WHY DEPRESSION

Club Mate Cola’s target group is the generation with the highest risk of developing depression later in their life. Today’s modern brands are not only symbols, they are social ‘animals’ and they must interact with their target group in ways companies never did before. The willingness to address as serious a problem as depression is what elevates Club Mate Cola from

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being a soft drink to being “something bigger.” It is my strong belief that “the days when companies were solely concerned with profits are over. They are meant to make progress” and Club Mate Cola would make a direct difference in their target group’s lives. By dealing with an issue as serious as depression, Club Mate Cola creates company sympathy and brand love.

CLAIM

“Dark side of Mate…”

Club Mate Cola is anything but a cola. It is mysterious, curious, artistic and creative, but most of all, it is dark. The claim takes advantage of the more known and established “original” Club Mate drink, making it easily recognizable for the target group. By playing a twist on the “original,” the brand

has an opportunity to make itself interesting, showing various types of content in a daring and tempting way. The claim speaks to the “little freak” inside all of us, a freaky side Club Mate Cola has an ongoing affair with.

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MOOD BOARD Dark side of Mate..

Schwarzfahren

Francesca da Rimini

“Forbidden” but feels good

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Interactive Media HERO content Out of home

dark side of... (e.g. living alone)

Short period billboards to generate awareness. The motives have to be freaky, daring and obtain the very essence of the #dark spirit.

Creative billboard sketch

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Interactive Media

HERO content

Online Banners

Interactive online banners showing different content according to the screen light level of the device used.

1

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3

Interactive Media

HERO content

Event

Berlin gets dark before it gets late

A culmination of the dark side of mate campaign. Every single piece of content in the campaign have led the way to this particular event. Club Mate Cola invites everyone to come and experience the Dark Side of Mate. An event with lots to offer, mysterious activities, places to explore its own kind of euphoric world.

Just as people at the event are feeling their “highest� and think they are experiencing the peak of the campaign, at twilight Club Mate Cola launches the 2nd stage of the campaign let the dark out, or it will let you down.

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Interactive Media

HUB content

Paid Social Media

Sponsored paid-social media, Facebook and Instagram - show us your dark side. Target group fitted communication provoking interaction and participation.

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Interactive Media

HOME content

Facebook

Owned and earned social media

Facebook: Dark side of mate. Umbrella function, show us your dark side. Top 10 of #darksideof… (Reddit listing function) Facebook will be used as the place that gathers it all. Users will be able to rank the content in a “Reddit” sort of way. Listing the top 10 from other social media platforms.

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Interactive Media

HOME content

Instagram Vine

Owned and earned social media

#dark side of...

Instagram will be used under the hashtag #darksideof‌ showing various situations in life with a dark side, from daring, experimental situations in life to laundry and biking in the rain.

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Vine: the moving Instagram. Vine will be full of infotainment showing various situations in life with a dark side, from daring, experimental situations to laundry and biking in rain.

Interactive Media

HOME content

YouTube

Owned and earned social media

360 videos, something in the dark

YouTube videos in the new 360 format takes you on a tour though a mysterious space. The users must pan, and move the camera themselves to discover the content hidden in the dark.

360 video formate example

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Interactive Media

HOME content

Pinterest

Owned and earned social media

dark way to be.. creative, artistic, curious

Boards displaying amazing things created with a #dark mind.

Content provide interest in how the #dark mythology can be implemented into our everyday.

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Interactive Media

HOME content

Snapchat

Owned and earned social media

glimpse of the dark

Time relevant and only accessible once content, showing situations happening here and now. A glimpse of the dark.

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Interactive Media

HIDDEN content

“let the dark out, or it will let you down”

OUTERs + Out of home

2nd stage of the Campaign, taking a twist on the #dark community. “Let the dark out, or it will let you down” must show that if you, the campaign receivers, are not letting your dark side out, it will “eat you up from the inside” and in worst case cause major problems such as depression, frustration and loneliness. It is central for “Let the dark out, or it will let you down” to say it is ok, to for instance, have the desire to have sex with complete strangers. It is ok to dance all night on the dance floor, in your underwear only. It is ok not to know how to do certain things. It is ok to be frustrated, sad, and need a day away from everyone and everything, as long as you show it, as long as you let it out. Let it out, so that your surroundings can respond in whatever way needed. “Love your inner freak” - we all have a “dark” and freaky side. Only when someone trust you their darkest side, they truly love you. And thats the essence of “Let the dark out, or it will let you down.” you must learn to love the freak inside. You must let the dark out, so you can fulfill your life.

The HIDDEN content is what raises Club Mate Cola from the competition being something ‘bigger’ than a soft drink. Club Mate Cola’s intention with “Let the dark out” is not to cure depression, but to address it in a new and professional way that, hopefully in the future, will lead to less issues with depression within the target group.

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OUTERs - team in cooperation with Jugendnotdienst to help people let the dark out.

In the “dark” (doing the “Dark side of Mate” campaign) a team has been working handling real people with real problems. Under the theme “let the dark out” the team helps people open up, and let their dark sides out, so they can have an even more amazing and exciting life.

Out of home - e.g. “depression happens in the dark…”

Posters change doing dark and light. At day you see one motive, e.g. happy, at dark it has ‘a real’ dark face, text stating “depression happens in the dark.”

MOOD BOARD Let the dark out..

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Interactive Media

HIDDEN content Facebook

let the dark out

Challenge friends to let their dark out, you have to too, to see theirs. Facebook will be used as a umbrella function. Under “let the dark out” it collects all content from other platforms. A new “tinder” match game will be created so that you personally can challenge and help your friend let their dark out.

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Owned and earned social media

Interactive Media

HIDDEN content Snapchat

this is happening

Owned and earned social media

Real time events of LIVE actions by the OUTERs team. E.g. someone tell someone that he or she loves her/ him.

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Interactive Media

HIDDEN content

Owned and earned social media

Instagram the dark is out… artistic content Vine say it with Dark Art in many forms but with extreme high quality will be posted on Instagram. Telling that dark thoughts in you mind, makes beautiful art once they are let out.

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A “TV/channel” showing the OUTERs team work.

Short “let the dark out in 6 seconds” Vine stories.

Interactive Media

HIDDEN content YouTube

case videos

Owned and earned social media

“True stories” videos of people the OUTERs have helped, and how the whole “Dark side of…” community contributed in building the confidence to let their dark out.

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The success of the campaign should not to be measured by the increase of sales, profits or other financial aspects.

These are side effects, not goals. With the campaign the aim was to give Club Mate Cola clearly defined values and beliefs on which the company’s foundation is built on. To become “something bigger” than a soft drink is the absolute goal of the campaign, and no financial, personal or organizational interests should stand in the way of reaching this goal. If Club Mate Cola succeeds in helping just a single individual from avoiding the serious consequences depression can cause, the campaign is to be seen as successful.

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Vho_HBPtmkp visited 11.10.15 http://www.jugendundwirtschaft.de/schuelerartikel/archiv/donnerstag.-2.-mai-2013/ausgabe02-05-2013 6.10.15 http://whatis.techtarget.com/definition/millennials-millennial-generation visited 11.10.15 http://www.trygfonden.dk/Nyheder/2012/06/Boerneliv-ifoelge-danskerne visited 16.10.15 http://www.sinus-institut.de/sinus-loesungen/sinus-milieus/ visited 11.10.15 https://www.oettinger-bier.de/company/philosophy visited 11.10.15 http://www.horizont.net/marketing/nachrichten/Angriff-auf-Coca-Cola-Pepsi-Deutschland-startet-groesste-Werbekampagneseiner-Geschichte-132217 visited 14.10.15 http://www.newyorker.com/business/currency/coca-colas-happiness-machines visited 16.10.15 http://www.adweek.com/agencyspy/10-agencies-pitching-coke-for-open-happiness-follow-up/83035 visited 16.10.15 https://en.wikipedia.org/wiki/Fritz-Kola visited 16.10.15 http://www.zeit-verlagsgruppe.de/presse/2015/06/kritik-an-vertriebsstrategie-von-fritz-kola-das-ist-die-systematische-zerstoerung-der-kleinen-labels/ visited 17.10.1 http://content.time.com/time/world/article/0,8599,1900849,00.html visited 17.10.15 Julia Krähe (Erkenntnisse des Neuromarketing für die Positionierung von Marken, 2009) p. 32 Translated: “the Coca Cola brand is to be classified in the emotional space in the area of balance. Here the subject of security is clearly addressed. When enjoying Coca Cola with friends the feeling cohesion and belonging is lifted and therefore positive emotions are unleashed.” http://www.vivaris.net/ visited 17.10.15 https://online.mds6.de/mdso6/b4p.php visited 3.12.15 http://www.berliner-notdienst-kinderschutz.de/jugendnotdienst.html visited 4.12.15

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Sources Web • Frankfurter Allgemeine Zeitung, “Der neue Mate-Realismus der Jugend” http://www.jugendundwirtschaft.de/schuelerartikel/ archiv/donnerstag.-2.-mai-2013/ausgabe02-05-2013 visited 6.10.15 • HORIZONT, “Pepsi Deutschland startet größte Werbekampagne seiner Geschichte” http://www.horizont.net/marketing/nachrichten/Angriff-auf-Coca-Cola-Pepsi-Deutschland-startet-groesste-Werbekampagne-seiner-Geschichte-132217 visited 14.10.15 • Peter Anderson, “Club Mate” http://www.dizzyfrinks.com/club-mate/#content-anchor visited 06.10.15 • MacLites, “CLUB-MATE. BRONTE. – Marcus Loscher von der Brauerei Loscher” http://maclites.com/blog/interviews/club-matebronte-brauerei-loscher-marcus-loscher visited 6.10.15 • Club Mate, “Club Mate Cola” http://www.clubmate.de/club-mate-cola.html visited 10.10.15 • Brauerei Loscher, “Die Geschichte der Familienbrauerei Loscher” http://www.brauerei-loscher.de/brauerei/cws/php/site11.html visited 6.10.15 • Hackerbrause, “Club-Mate Cola” http://hacker.brau.se/2009/07/club-mate-cola/ visited 9.10.15 • Club Mate, “Winter-Edition” http://www.clubmate.de/winter-edition.html visited 10.10.15 • Club Mate, “ICE-Tea KRAFTSTOFF” http://www.clubmate.de/ice-tea-kraftstoff.html visited 10.10.15 • Club Mate, “Club-Mate Granat” http://www.clubmate.de/club-mate-granat.html visited 10.10.15 • Statista, “Per capita consumption of soft drinks and fruit juices in Germany from 2005 to 2014 (in liters)” http://www.statista. com/statistics/266168/consumption-of-soft-drinks-in-germany/ visited 10.10.15 • senSATZionel, “Die senSATZionelle Suche nach der besten Mate – oder wie ich einmal nicht schlafen konnte” http://sensatzionell. blogspot.de/2013/07/mate-test.html visited 11.10.15 • Vivaris, “Mio Mio Mate”, “Mio Mio Cola” http://www.vivaris.net/ visited 11.10.15 • Oettinger, “DER TRADITION VERPFLICHTET – EINE ERFOLGSGESCHICHTE” https://www.oettinger-bier.de/unternehmen/ tradition-familie visited 11.10.15 • Pepsico, “Our History” http://www.pepsico.com/Company/Our-History visited 12.10.15 • Pepsico, “Brands You Love” http://www.pepsico.com/Brands/BrandExplorer#top-global visited 12.10.15 • THE HUB, “How Pepsi Max conquered social media using basketball players in makeup” http://www.thehubcomms.com/news/ how-pepsi-max-conquered-social-media-using-basketball-players-in-makeup/article/323759/ visited 14.10.15 • HORIZONT, “Kampagnen, Kunde RedBull” http://www.horizont.net/kampagnen/?OK=1&i_ffcustomer=Red+Bull+Deutschland &i_sortfl=pubdatetime&i_sortd=desc visited 17.10.15 Publications • Germany Trad & Invest, “Industry Overview - The Food & Beverage Industry in Germany”, issue 2014/15 • MarketLine Industry Profile, “Carbonated Soft Drinks in Europe” August 2013 • TrygFonden, ”Børneliv – ifølge danskerne” 2012 • Julia Krähe, “Erkenntnisse des Neuromarketing für die Positionierung von Marken, 2009” p. 32 Images • Club Mate Bottle: http://www.clubmate.de/tl_files/content/images/products/club_mate_flaschen.png • Club Mate Cola bottle: http://www.clubmate.de/system/html/mate_cola_33_shadow-da2f1cca.png • Club Mate Cola ad 1: http://adsoftheworld.com/media/print/clubmate_seesaw_2?size=original • Club Mate Cola ad 2: http://adsoftheworld.com/media/print/clubmate_seesaw_2?size=original • Club Mate Cola ad 3: http://adsoftheworld.com/media/print/clubmate_seesaw_1 • MArket trends picture: http://junkpit.net/wp-content/uploads/2012/06/Waiting-for-service-at-Queen-Vic-Market-Black-andwhite.jpg • Cola plant bottle: http://40.media.tumblr.com/2bd0a6e4a891300f59a0de322850bc05/tumblr_nr8cfxfRZ01td30guo1_1280.jpg • Water usage: http://www.demilked.com/magazine/wp-content/uploads/2014/06/children-rural-family-photography-sebastianluczywo-2.jpg • Millenial:http://www.skyword.com/contentstandard/wp-content/uploads/2015/11/boss-fight-free-high-quality-stock-imagesphotos-photography-woman-subway-car.jpg • Mio Mio Mate: Scroonshot: vivaris.net • Oettinger mate cola: https://www.oettinger-bier.de/dynamo/files/modules/newssystem/detail_mate-cola_sixpack_ANbIN67T_f. jpg • Pepsi Take this moment: https://i.ytimg.com/vi/T40gL-o6XnY/maxresdefault.jpg • Pepsi live for now: http://thisrepresents.com/images/pics/598_284_weiss_pepsi_lfn9.jpg

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Sources Images • Pepsi Logo: http://worldversus.com/img/pepsi.jpg • Coca cola open happiness: http://chrisables.com/wp-content/uploads/2013/07/Coca-Cola-Open-Happiness1.jpg • Coca Cola happiness ad: http://blog.iimjobs.com/wp-content/uploads/2015/02/open-happiness-with-coca-cola.jpg • Fritz Kola “koksen”: http://hamburgrecords.com/fritz-kola/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d2 7136e95/f/r/fritz_ac_koksenistachtziger_po_a2_neu.jpg • Red Bull: screenshot www.redbull.com • Target group, man: https://iso.500px.com/wp-content/uploads/2015/10/ringlight_cover-1500x1000.jpeg • Positioning guy: http-//static.independent.co.uk/s3fs-public/styles/story_large/public/thumbnails/image/2015/05/15/01/5829402. jpg • Event, Absolut Nights: http://www.absolut.com/contentassets/7b935a9bc76747ac937e4082c59a77dd/absolut_absolutvodka_berlin_header_article.jpg • Sexy girl, sexy guy: https://myredpillmemoirs.files.wordpress.com/2014/10/wpid-wp-14124414279061.jpeg • Facebook event pic: http://www.studionemo.com/wp-content/uploads/picture-74.png • Online banner guy: http://www.studionemo.com/wp-content/uploads/2011/01/DSC_8918-KR1.jpg • Club Mate profile pic Instagram: http://blog.fohrn.com/wp-content/uploads/2009/08/club_mate_cola.jpg • Instagram paid pictures: http://www.iheartberlin.de/2015/06/29/berlins-forbidden-places/ • Facebook profile pic: https://upload.wikimedia.org/wikipedia/commons/e/e5/Club-Mate_Cola_(15368547882).jpg • Man biking in rain: https://bikeeastbay.org/sites/default/files/images/48_GEAR_Rain_EssPeaPhotography.jpg • Youtube walk in the dark: http://cdn.pitchfork.com/news/51769/2e76b2f0.png • Student laundry: http://blog.laurentian.ca/students/wp-content/upLoads/Photo-11-30-2013-1-30-22-PM.jpg • Pinterest board pics: https://www.pinterest.com/pin/479703797781971884/ • Let it out boy: https://www.pinterest.com/pin/244179611022688018/ • Instagram let it out girl disc: https://www.pinterest.com/pin/547609635913940429/ • Messy eater: https://www.pinterest.com/pin/364299057337143379/ • Burned toast: https://bpmforreal.files.wordpress.com/2012/08/burned-toast.jpg • Instagram dark cloud: https://www.pinterest.com/pin/70228075416446767/ • Ikea Bill board ad: http://i.vimeocdn.com/video/467157289_1280x720.jpg • Dog ad: http://adsoftheworld.com/sites/default/files/dog3.jpg • Red apple: http://thebestyouu.net/wp-content/uploads/2015/06/language-of-lust-avt.jpg • Francesca da Rimini https://upload.wikimedia.org/wikipedia/commons/7/7f/Dante_Gabriel_Rossetti_-_Paolo_and_Francesca_ da_Rimini_-_Google_Art_Project.jpg • Target geoup guy: https-//iso.500px.com/wp-content/uploads/2015/10/ringlight_cover-1500x1000 • Positioning guy: http-//static.independent.co.uk/s3fs-public/styles/story_large/public/thumbnails/image/2015/05/15/01/5829402 • Freak: http://www.darkbeautymag.com/wp-content/uploads/2015/03/Carrie-Evans-Photography-ig-carrieevansdphoto.comIryna-Ivanova-Anthony-LaFlam-hmua-by-female-model-Lust-at-Dusk.jpg • Cartoon devil: http://www.meylercapital.com/wp-content/uploads/2015/08/cartoon-angel-and-devil-on-shoulder-1272655.jpg • Schwatzfahren: http://www.derwesten.de/img/incoming/crop10087324/5063356560-cImg0273_543-w616-h225/SchwarzfahrenBussgeld-Bundesrat.jpg

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Annexes Annex 1

Source: https://www.produktundmarkt.de/unternehmen/news/cola-und-co.htm

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NIKOLAJ J. MADSEN

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