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Label: Designed by Lali
Ingredients combination: Submitted by Saskia
Brand Name: Submitted by Saskia & Allan
Brand Name: Submitted by The Agora Team
Front Text: Submitted by Jan
Closure: Material and color picked by the community
Back Label: Designed by Lali & Jan
Back Text: Submitted by Allan
Concept: Submitted by Allan
99% Guiltless was created by the Agora online community
The Problem: sugar is enemy #1 in Western diet
Brain Sugar can rewire the
brain´s pathways. Diets full of sugar heavy foods
increases the risk of depression by 58%. Heart
Sugar inflames the linings of the arteries to the heart, increasing the risk of stroke & heart attack
Kidneys Sugar overload can damage
their delicate filtration system. Diabetes is one of the main
causes of kidney failure. Joints High-sugar diets pump inflammatory cytokines into your bloodstream, which can exacerbate arthritis.
“Sugar is now enemy number one in the western diet”
“Obesity experts campaign to cut sugar in food by up to 30%”
“Campaigners vow to cut sugar in food” “WHO: Daily sugar intake 'should be halved’” “Sweet tooth linked to heart attacks”
“Tesco to remove sweets and chocolates from all its checkouts” “Sugary foods to avoid: The ‘healthy’ snacks and drinks that – like fruit juice – hide potentially harmful high levels of sugar”
A few examples of articles published since January 2014
The Problem: Media identify the problem
NO sugar
NO sweetener
Only 13 calories
contains a hint of natural raspberry & mint flavour – t h e r e m a i n i n g content is purified spring water.
The perfect alternative for people who want a tasty drink but dislike sugar packed soft drinks.
tasty
not tasty
sugar free & sweetener free
contains sugar or sweetener
40 g sugar
25 g sugar
0 g sugar
23 g sugar 0 g
sugar
0 g sugar
99% Guiltless delivers category value since there is no other product in tasty yet sugar-free / sweetener-free drinks category
Market Positioning: 99% Guiltless fills a unique slot in the market
40 g sugar
25 g sugar
Agora Strategy: Consumer runs the business
Idea: to listen to the consumer and give them what they want
Result: huge market success
Idea: put the consumer in charge of the brand and let them create products after their ideals & needs
Result: will change business & make our society healthier
Agora Strategy: Peer 2 Peer recommendation driver for brand awareness
Sugar is not good for me, finally I found an alternative that I can trust
According to Nielsen 84% trust and take action after receiving a „recommendation from people they know“ & 70% trust „consumer opinions posted online“ (68% take action upon them) * See full table in last slide
Commercial Proposal
Distribu)on to 50 stores x 52 weeks x 5 bo3les sold per store per week x 20% margin per bo3le (0.12 GBP) @ RRP of 1.50 GBP = 1,560 GBP turnover for one SKU in the first calendar year
Conservative Sales Projection Model
Label: Designed by Lali
Ingredients combination: Submitted by Saskia
Brand Name: Submitted by Saskia & Allan
Brand Name: Submitted by The Agora Team
Front Text: Submitted by Jan
Closure: Material and color picked by the community
Back Label: Designed by Lali & Jan
Back Text: Submitted by Allan
Concept: Submitted by Allan
99% Guiltless was created by the Agora online community