Adcomm's first two issues May 2012 Launch issue | Page 36

branding & marketing

Adcom media

you, which lasted longer and something people want to
interact with others and be branded themselves.”
According to David, similar established products provide
an energy high, but the crash that follows does it no
justice. “I wanted to create an energy product that didn’t
lead to wariness once it had run its course. Most other
available products cause heart palpitations. I wanted to
avoid this side effect too.”

Product approval GrRANA was developed
Grrana founder David Robinson looking busy

ENTERING THE MIX

L

aunching a new product is easy. Gaining market share
is more challenging. It is not difficult to conclude
that branding, marketing and advertising is the way to
go. However, GrRANA founder David Robinson and his
director & wife Sharlene found an important imperative
to the mix is face-to-face self-marketing. That, combined
with an eye-catching logo and a name that represents its
product.

under David’s holding company, SHS Africa, in
conjunction with local pharmaceutical company Azochem
Laboratories. It has been approved by the Medicines
Control Council and audited by QPRO International.
It is approved by the Irish Medical Control Council which,
according to David, commented that “the composition
is awesome”. “Having an endorsement like this certainly
lends credibility to GrRANA.”

Product information

•
The product – Tonic / capsules
•
Product category – Energy complementary
medicine
•
Product name – GrRANA
•
Packaging – sachet for 10ml Tonic / sachet for two
capsules
•
Variations – Tonic: four flavours
•
Payoff line – ‘The high without the crash’
•
Product Claims: Long Lasting Energy and

Endurance Enhancer; Mental Clarity and

Alertness;

Improves focus and Concentration; Immune

System Booster; Alcohol Free
•
Core product composition – Guarana or Paulinia

Cupana (endurance and physical stamina); African

Potato or Hypoxis-rooperi (immune booster);

calcium; vitamins & minerals
•
Target market – Active adults and children (over

12 years of age) requiring high energy levels
•
Competition – most energy tonics used to boost

physical and mental vitality.
•
Advantage – alcohol free; natural form of caffeine
•
Distribution points – retail outlets; sports clubs;

schools; and universities

Background

David says there was a gap in the market for an energy
drink that minimised unhealthy additives, and for something new, funky and vibey!
“The market needs something new, unique and good for
36

• GrRANA Stand

A marketing edge “The majority of our

competitors’ products have ingredients which are
knowingly bad for consumption.” David says this is
where the primary difference between GrRANA and its
competitors lie – which already gives him a marketing
advantage. “The energy boost in GrRANA comes mainly
from Guarana, little red berries in the Amazon Rain Forest.
The immune booster is provided by the African Potato
which is rich in vitamins, plant sterols and sterolines. The
latter is unique to GrRANA .

Branding is key Regulatory approval gained,

the challenge now is to enter the market, competing
against established players. The key – appropriate
branding. Logo – After numerous attempts by design
agencies, David decided to do it in-house. “My daughter
came up with the concept in a 2D format,” he says. “I added
a little imagination to the mouth and teeth and converted
it to 3D.” “One of the products objectives,” adds Sharlene,
“is to make one feel happy and healthy. I strongly believe
May 2012