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Light will be positioned as an affordable, mass-marketed pre-mixer with a lower alcohol and sugar content to communicate the product as a diet alternative.
The target market is young-adults, aged 18-27, particularly females (the primary market) and males (the secondary market). Females form the primary target market as the traditional consumers of RTD beverages; but Light will be positioned for both sexes to create an edgier image. Light will be positioned as the diet drink for the price-conscious consumer, appealing to consumers seeking a healthy alternative. The main message of the advertisement will be: ‘Less sugar’, reflected in the slogan: ‘Lighten up with 25% less sugar...
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