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Created with Fabric.js 1.4.5 Ovaltine Rebranding Strategy Ovaltine is the wholesome performancedrink for the beginner athlete.Rationale: Ovaltine is currently positionedas the healthier flavored-milk productamongst the competition (Nesquik & Hershey's). Where many products in the performance drinkindustry advertise "healthy", they are filledwith sugar and artificial additives. Oval Sportwill be the healthier option, filled with vitamins and natural ingredients, making it the safechoice suited for a younger audience. Objective The Industry At a Glance ' Media Channels Generacion internacionalnacida entre 1995 y el primerlustro de la decada del 2000 Generacion internacionalnacida entre 1995 y el primerlustro de la decada del 2000 Take a brand that is currently knownto the public as a "somnolentfor the elderly" and reposition it through a sub-brand targeted at beginner athletes (11-16). With that, we introduce a new line ofprotein shakes by Ovaltine, calledOVAL SPORT. Ovaltine currently holds about 3% of market share in the "flavored milk" industry, lagging farbehind market leaders, Hershey's (32%) and Nestle (26%). Ovaltine built its legacy on the relationship between mother and child.Sharing a glass of Ovaltine was not only a warm gesture of love, but also a healthierflavored milk option for children to enjoy. So why does it make sense to jump into the protein shake market? Positioning Primary Target Nutritional And Performance Drinks Industry currently valued at 11.5 Billion Dollars. There is no protein shake or performance drink created specifically for young teens. We see opportunity to fill a void in the market. Growing population of health-conscious teens and adults. Ovaltine was the "official drink of the olympics" in 1948.The sports angle is true to the brand's culture and history. Young athletes aged 11-16. Children and teens more likely than adults to use sports drinks (at 71%).Total teens aged 11-16 Who Play Sports = 11.7 million Campaign Concept The road to victory is paved with defeat. We all root for the underdog because wecan relate to struggle. The true measureof a champion is not his trophies, buthow he bounces back from defeat. Oval Sport is that boost you need inyour climb to the top. Tale of The Underdog
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