Problem
Assume that Tenzing is launching into the Australian market within the next six months.
Background
Tenzing is a British line of energy drinks. Tenzing's recipe is based on the brew that Tenzing Norgay drank on the very first summit of Mt. Everest, which occurred in 1953. It is 100 percent plant based with no artificial ingredients. Aside from its original recipe, Tenzing has just launched two new blends: Blackberry & Acai and Raspberry & Yuzu. Blackberry & Acai combines the anti-oxidizing properties of berries with vegan branched-chain amino acids (BCAAs).
While most BCAA products are made from keratin found in animal-derived sources, Tenzing has BCAAs extracted by fermenting corn using probiotic bacteria. Like Tenzing's other flavors, original and Raspberry & Yuzu, the Blackberry & Acai flavor features caffeine, electrolytes, and vitamin C for energy.
Task
Create a single-page communications brief for a Tenzing Natural Energy launch. The communications brief should include the following:
• Objective
• Target audience (including key insight into the target)
• Single-minded proposition
• Support (reasons to believe the proposition)
• Tonality
• Moments of receptivity.