FRANCHISING
“ Offices are a source of daily stress , which means there are occasions for the consumption of Tranquini daily ,” Elafifi says . “ There are lots of ways to relax and that ’ s perfectly fine . But there ’ s no simple solution that you can present in the office , at work . For example , say you are about to start a big presentation . Your heart is pounding , breathing is hard , and here ’ s a knot in the stomach . Hopefully people won ’ t take alcohol or illegal drugs before a big presentation . Now they can drink a Tranquini . With green tea and herbal extracts – all natural and good for them .”
This is the low-lying fruit , a channel to market that ’ s quite easy to manage by selling through retail and convenience stores . To activate the brand , Tranquini is being launched with opportunities for shoppers and consumers to meet the brand in stores . “ If they see it , they will understand what a relaxation drink is all about ,” says Elafifi . The full campaign will be carried out on social and personal media , in order to get across the brand ’ s concept of a relaxed lifestyle . “ We are communicating the brand , but also forming alliances with partners including those in the yoga industry , workplace beverage suppliers , and online opinion leaders and influencers .”
It ’ s the lifestyle change that the UK , and other developed world countries , are going through at the moment that Elafifi hopes to cash in on . According to a recent PwC report total UK spending on healthcare , wellness and fitness is forecast to be some £ 209bn ($ 295bn ) in 2020 .
40 April 2018