Zero calorie drinks have risen in the market to meet the demand from the health conscious consumer. As these drinks rise, the beverage Propel have been declining. Propel has now decided to join in on the trend. Switching gears from a beverage catering to competitive athletes, they will now be one catering to moms looking for a zero calorie beverage. Instead of a 10 calorie per 8-ounce athletic beverage, the new Propel Zero will reposition itself to be the drink for "active and inspired" individuals. This category includes individuals like Cindy Crawford who has become the new face for the campaign.
The drink will be going up against some stiff competition from Coca-Cola's Vitamin Water Zero and SoBe Lifewater with zero calories. Advertising spending is projected in the tens of millions. This new project will be a completely turn around compared to the $8 million spent in 2009. Propel is ready to step forward with the repositioning in order to once again gain consumer attention.
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