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AMP Hydration is a electrolyte beverage company that is founded on the idea that hydration should be simple and effective without the use of unnecessary additives.
Our first product, AMP Water, is an all-in-one hydration solution that contains only water, lemon, and electrolytes. The minimal extent of the product’s ingredient list is its unique selling proposition (USP). Limited to only 3 all natural ingredients, the product is immediately categorized as the cleanest electrolyte beverage on the market currently. 100% organic lemons are squeezed and then, through the use of a maltodextrin-free spray drying process, their juice is converted into a fully soluble powder which retains up to 99% freshness for more than 30 years. This powder is stored in a twist release cap that only dispenses the lemon powder when opened, granting AMP Water the same shelf life as regular bottled water.
The ideal target audience for AMP Water embodies a blend of health-conscious individuals, typically ranging from 18 to 45 years old, who are deeply committed to fostering a balanced and active lifestyle. These individuals prioritize overall well-being and are often engaged in regular physical activities, embracing fitness and outdoor pursuits. They navigate fast-paced lives and seek convenient, health-conscious hydration solutions that seamlessly integrate into their on-the-go routines. As informed consumers, they stay ahead of health and wellness trends through digital platforms and social media. With discerning taste preferences, these individuals actively seek effective and truly natural hydration solutions.
The market gap that AMP Water effectively fills lies in its distinction as the cleanest electrolyte solution currently available.
By focusing on a three-ingredient composition—water, lemon, and electrolytes—AMP Water addresses the discerning needs of health-conscious consumers who seek transparency in product formulation. The market gap is particularly evident in a consumer base that values natural, straightforward ingredients without compromising on efficacy. As the cleanest electrolyte solution, AMP Water caters to individuals who are mindful of what they consume, offering a product that aligns with their desire for simplicity, authenticity, and a commitment to cleaner living.
The growing trend towards health consciousness, regarding ingredients specifically, among global consumers presents a significant opportunity for AMP Hydration’s product, AMP Water. The global wellness market, valued at over $1.5 trillion with annual growth rates between 5 to 10 percent, highlights the increasing consumer emphasis on health and wellness (McKinsey). This trend is further underscored by the consumer preference for natural/clean products.
By March 15th, 2024 I expect to have an AMP Water minimum viable product (MVP) which will allow for the immediate implementation of the BUILD-MEASURE-LEARN cycle.
Guerrilla marketing at marathons, local gyms, sporting events, etc. will make up the majority of early marketing, excluding a digital marketing campaign that will rely on organic engagement via branded engaging short form content. AMP Water’s pop-up presence at these events will allow for the collection of valuable consumer feedback to develop future marketing campaigns and product iterations. Content for social media such as in-person reactions to and opinions of the product will also be collected at these events.
I currently plan on testing, via market hypothesis experimentation, if AMP Water is better suited as a powder supplement rather than an all-in-on bottled water solution. If so, it would allow for more DTC business, given the product would be less costly to ship, and would shift my marketing strategy from being mainly focused on B2B wholesale to B2C, prioritizing consumer awareness and in person sales.
Above is an animation I made in Adobe After Effects which represents the brands visual identity well. The use of a electric neon visuals and sound conveys the imagery of energy and its simplistic/brief nature makes it easily digestible and shared across social media.
Above is a landing page video I made in Final Cut Pro. I opted for short/alternating lemon focused refreshing visuals so website visitors can immediately get a sense of what the brand is offering.