Turning Chocolate into Nutrition Marketing Gold

I’ve written three brand stories for one of my favorite products. See how your brand can follow suit.

To me, enjoying chocolate is like petting a basket full of puppies. 99% of the population loves it and everyone else is missing out. So, when I came into contact with Rau – a healthy, plant-based cacao drink that’s basically chocolate milk for health snobs – I was immediately in.

However, despite being a big fan of this product, I still don’t feel like I know what they stand for as a brand. Sure, I know that they seek to provide a healthy option in the drink aisle, as well as a handful of other tidbits, but, I still don’t know what the singular, most important, why-should-I-buy-your-product message is. Without that story, even the best product still feels like just that – a product – rather than a finely-tuned brand.

Traditionally, I work by finding a few differentiating “truths” about a brand. I’ll take a few different angles and then decide on the single, most powerful one. Then I’ll write a more consumer-facing “story” to become the basis for all messaging that follows.

Using Rau, and what I’ve gathered from their site and product, as an example, I’ve written a few rudimentary brand stories to show how your nutrition brand could hone in on a cornerstone strategy you love.

  1. Address the Origin

The Truth:

Rau is the brainchild of two post-college roommates. As former athletes, they desired a healthy way to fuel their active lifestyles. They experimented with cacao, and ba-da-bing, ba-da-boom, Rau was born.

The Story:

Fuel Your Adventure

Born out of a desire for adventure and a healthy, low-sugar drink to fuel it, Rau is here to help you live every day the way that you want: This is raw, unfiltered fuel for a raw, unfiltered life.

  1. Put Your Brand into Layman’s Terms

The Truth:

Rau is essentially chocolate milk. Sure, it’s plant based and lower in sugar. But if you were to describe it to someone, it’s fastest to liken it to something that everyone already knows and loves.

The story:

Your Childhood Favorite – All Grown Up.

As a child, chocolate milk was the perfect drink – packing the calcium you needed to grow up strong. But, just as you have grown up into a more fully-developed functioning adult, you require a beverage that can accommodate your more complex nutritional needs. Introducing Rau: a plant-based, antioxidant-dense beverage that fits the nostalgia of chocolate milk to meet a more mature lifestyle.

  1. Champion the Ingredients

The Truth:

Rau is one of the few brands to effectively harness the nutritional powers of cacao into a crave-worthy beverage.

The Story:

Time to Return Chocolate to Its Roots

Chocolate. You love it. You crave it. You can’t get enough. But have you really been getting all that it has to offer? Instead of pumping this amazing food full of sugar and burning out all the nutrition, we let you enjoy it the way it was meant to be all along, raw, rich and full of amazing antioxidants. This is chocolate, fully-realized.

Be digestible. And thanks.

Email me at eric@thedigestiblebrand.com if you’d like a copy of my guide that outlines the steps brand new and established brands can use (or not use) to succeed while others just keep right on slugging it out with the guy next to them on the shelf.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD
By | 2019-02-12T23:38:30+00:00 September 24th, 2018|Brand Positioning, Branding, Marketing, Packaging|0 Comments

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