Approach: Be your own hype man.
Skills used: brief/playlist writing, rebrand, manifesto writing, brand building, market research, product innovation
Bring Pocari Sweat, a brand from Japan, to the U.S. market.
People are interested in premium beverages, but there aren't any brands yet showing how hydration can go platinum.
Pocari is almost as good at hydrating you as sticking an IV directly in your veins.
The "aha" moment: The audio brief
A blend of what our target is listening to, their attitude, and a variety of artists and styles. Just because Kanye stunts his way didn't mean it had to be our way.
Here's the direct link to the Spotify playlist.
Urban and ambitious, this group is the picture of a work hard/play hard lifestyle. They're well-educated, well-informed, well-connected, and woke. They play in anything and everything associated with luxury hip-hop culture. But they don't follow trends, they set them. They personify perfect taste with entrepreneurial spirit, hard work, success, and swagger.
"As kids we didn't complain about being poor; we talked about how rich we were going to be and made moves to get the lifestyle we aspired to by any means we could. And as soon as we had a little money, we were eager to show it." –Jay-Z
Though they may not have been poor, the New Luxuries have definitely jumped into a new, higher economic bracket. As a result, they have a similar mentality.
Don't let em see you sweat.
Part of what makes this target so good at being who they are is that they always come across as confident, genuine, and do it (at least nearly) effortlessly. Their personal brand requires them to never seem burnt out or exhausted. Everyone may think they walk on water, but they are really, truly human.
Introduce Pocari to the U.S. market as the elite secret weapon for wellness.
Pocari powers the hustler.
"People respect success. They respect big. They don't even have to like your music*. If you're big enough, people are drawn to you." - Jay-Z
*Or drinks. Whatever.
The Pocari name is dropped in a rap by Kendrick Lamar or similar artist.
A celebrity like Kanye, Rihanna, or influencers are photographed by the paparazzi with a Pocari bottle in hand.
Pocari is picked up by the Today Show before it's made a place in our target's mind.
What I learned from this project
When something is hard to articulate, focus on the vibe until it isn't.
A little bit of empathy goes a long way: regardless of how successful or wealthy someone is, they can still have problems too.