You are a new-products consultant hired by Yummy, Inc., to provide guidance on a new vitamin-and-caffeine-enriched sports drink. In particular, you are to advice the company on both the naming and packaging of the new drink. The company's Chief Products Officer has told you that:

• Both Federal and state regulations require that the packaging of vitamin-and-caffeine-enriched sports drinks must clearly disclose the product's ingredients and any potential health risks and it cannot include unsubstantiated claims about health benefits that may mislead consumers.
• These Federal and state regulations are likely to change relatively frequently over the next five years.
• The company brought the new sports drink to market quicker than they had anticipated given recent moves by competitors. As a result, the company expect to continue to tinker with the drink's ingredients over the next two years.

Questions:

What recommendations would you make regarding the name and packaging of the new sports drink? In answering this question, you should take into account the materials covered in this module and the following constraints:

• Constraint 1: The name should "say it all" and be easy to remember.
• Constraint 2: The packaging should be as simple and straightforward as possible.
  • Consumers should be able to quickly identify the products and its benefits - i.e., consumers are unlikely to spend more than a few seconds perusing the sports drink aisle at the grocery store, so the marketing message should be clear and salient
  • Should the company package the drink in cans or should they use plastic bottles? Should the cans or bottles be packaged in a box container or should they be sold as standalone items?
• Constraint 3: Required disclosures on the packaging regarding ingredients, safety concerns, and potential health benefits should take into account the fact that Federal and state regulations are likely to change relatively frequently over the next few years.
• Constraint 4: The recipe of the sports drink is likely to continue to change over the next two years.