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Found this review on Amazon. Remember the add BurgerKing did where they blured out the McDonalds Logo? We could maybe do something similar.

On Amazon a lot of people wrote that Tenzing helped them get off their Red Bull addiction.

I ordered some Tenzing on Amazon to try. I think you guys should do too. So we get a better understanding of the product.

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they are available online, even is Tesco!

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OUR MISSION? FIND NATURE'S MOST POWERFUL PLANTS.

On our botanical quest, we were inspired by the energising brews of Himalayan mountaineers. The result is in every can of TENZING: 7 ingredients blended into our triple hit of natural caffeine, vitamin C and electrolytes. No sh*t, just the power of nature.

Learn more

Elevate the human spirit with energy that is good for mind, body and planet.

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POWERED BY TENZING

From tech geeks to gym bunnies, we work with companies to provide their customers and employees with truly healthy energy.

our 2021 trek to everest basecamp and beyond!

Join us on our trek to Everest!

sign up here!

WE'RE HIRING

Today, we are a team of 11 that are taking on an Everest of our own: launching a plant-based alternative in a market dominated by some pretty big dogs. It's certainly not going to be easy, but that's the exciting part! If you're up for an adventure too, get in touch with us.

join the team

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On our botanical quest, we were inspired by the energising brews of Himalayan mountaineers. The result is in every can of TENZING: 7 ingredients blended into our triple hit of natural caffeine, vitamin C and electrolytes. No sh*t, just the power of nature.

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more natural, healthier energy, not so much sugar and NO artificial ingredients.
These drinks are vegan, of course other energy drinks. But it has 100% non GMO ingredients.
Green tea from rainforest alliance farms = GOOD ENVIRONMENTAL IMPACT NO HARM DONE. (recyclable cans .. most are)

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I got alot of my information from the Tenzing website and from these two guys who did a review on the drink, they also did alot of research into this product. It was also good to see real, ordinary people drinking this, gives more view into target audience and potential marketing tactics that we can use for our assignment :)

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Tenzing all Natural Energy Drink review! Sounds very nice, but how does it taste?

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https://www.youtube.com/watch?v=xdZttArhtn8

They are talking what it would be like if energy drinks ads were honest.

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What if we would let ordinary people try Red Bul and afterwards tenzing. (Red Bull obviously blurred out but you still recognise it lol)
Get their thoughts etc.

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Tenzing is interested in building a community. Probably people who are health-oriented, environmentally aware and active/sporty people.
They aim to be transparent with the ingredients they use in their products and believe that's the way that they stand out in comparison to competitors and the market in general.

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I thought this article was very interesting, as it describes how Tenzing wants to go around branding themselves in comparison to Coca-Cola.

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However, Huib van Bockel, the founder of Tenzing, tells Marketing Week there is still nothing that competes with his brand.

"The market has always been competitive but we are still sure that nobody has a healthy plant-based alternative like ours," he claims.

This confidence comes from van Bockel's belief that Tenzing is tapping into a vastly different market to its competitors with an older target audience than most energy drinks.

"If you think about the typical energy drink user you might think 19-year-old skateboarder but you need more energy if you've got young kids and are working hard," van Bockel explains.

Van Bockel is somewhat of an expert in the energy drinks category having spent eight years as a marketer with Red Bull. He left in 2014 to create his own energy drink and it was while travelling in Nepal that he discovered the ingredients to make Tenzing.
READ MORE: Former Red Bull marketer on shaking off the unhealthy image of energy drinks
The drink, which is named after the first man to climb Mount Everest, Sherpa Tenzing Norgay, contains Himalayan rock minerals, green coffee, and lemon juice. It has the same sugar level as coconut water.

Tenzing launched its first marketing campaign in April last year to coincide with the introduction sugar tax, which van Bockel says was a resounding success.

"What is so nice about having your own business is starting from scratch you see the impact you and your teams actions have more than at a big company," he explains. "If you're a huge brand you can do big campaigns but you hardly see uplifts at all."

During the campaign, which relied heavily on out-of-home and digital ads, plus a partnership with Time Out magazine in London, Tenzing doubled its rate of sales. Because of this, van Bockel says Tenzing will "stick to [its] philosophy" and has no plans to up its media spend or invest in TV.

Expanding the Tenzing brand

But that doesn't mean that the brand doesn't have big plans. Last week, Tenzing launched a new flavour: British raspberry and Japanese yuzu. The dusty pink can has been a long time in the making, with van Bockel concerned that having different flavours would limit cut-through.

He explains: "We hadn't done it before because I was scared if we launched all these different flavours at the beginning people would think it was just another flavoured drinks brand."

The decision to launch a new drink was based on a combination of van Bockel's "gut feeling" there would be a market for it and information from retailers.

"In the beginning all you're worried about is, are we selling enough? But now we are at a place where we are selling enough. We're happy with our retailers and now it feels like it's from a positive place," he explains.

He adds: "When you've got s small team and a limited budget you just basically go, what do you think is right?"

The brand is still "unsure" if it will launch a marketing campaign around the new product but van Bockel thinks the combination of the beloved British raspberry and the health benefits of the yuzu will help it stand out on shelves.

We were worried they were going to launch a plant-based alternative but it effectively is just Coca-Cola with some extra caffeine.

Huib van Bockel, Tenzing

It is also supported by changing consumer preferences, with concerns mounting about some ingredients (such as sugar) and tastes broadening.

"Originally [when Tenzing started] a lot of people said cutting sugar and replacing it with nothing was never going to work and it wouldn't be a viable product as it would taste less sweet but now palettes are changing," he explains.

Van Bockel's ambitions go beyond innovation as he wants to build a community surrounding the brand. Later in the year, Tenzing will launch a running club in the hope of impacting consumers' lives and so it can learn more about its customers. The brand will organise runs and map the least polluted running routes in London to improve peoples fitness and help them avoid pollution in the capital.

"We wanted to add something to people's lives. I am a big believer in doing something good but also people expect brands to have a positive impact," he says.

"We know we had a lot of fans out there but we don't really know them. This is a way to get to know them and find out what new things we should be doing."

It's a far cry from his previous role with Red Bull: "In my old job I was speaking to the mayor's office about stunts with motorcycles and now I am speaking to them about how to map the cleanest routes in the city."

Waving off competition

While Tenzing had some initial worries when Coca-Cola launched its first energy drink in March, van Bockel is less concerned about the competition now.

He explains: "We were worried they were going to launch a plant-based alternative but it effectively is just Coca-Cola with some extra caffeine. Their USP is that no other energy drink tastes like Coca-Cola and then you taste it and it doesn't even taste like Coca-Cola.

"They'll make a huge splash because they've got huge marketing teams and huge distribution. But for us as a brand it will not have a lot of impact because our role in the market is very different."

However, van Bockel believes there is still work to be done in the energy drink category. He concludes: "If we had 100% succeeded I don't think Red Bull would sell any cans anymore. It is a journey at the end of the day."

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Tenzing: We don't need a big budget, just a point of difference

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However, Huib van Bockel, the founder of Tenzing, tells Marketing Week there is still nothing that competes with his brand. "The market has always been competitive but we are still sure that nobody has a healthy plant-based alternative like ours," he claims. This confidence comes from van Bockel's belief that Tenzing is tapping into a vastly different market to its competitors with an older target audience than most energy drinks.

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Vegan energy drinks - The power of Nature! We are currently seeing a big trend in becoming vegan/vegetarian, for the environment but also for health reasons. If we make a campaign that puts focus on the fact that their products are vegan and organic, it will help them reach a specific and growing target group.

We could find inspiration from:
- beyond meat (brand)
- Game changer movie on Netflix

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https://www.youtube.com/watch?v=y7yNdP27vH8&feature=emb_logo

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All proteins originate from plants - Animals are just in the middle (they eat the plants)
- I think this film is inspiring because when people think of sports and athletes people assume that you must stock up on protein (meat only from animals) but there are so many athletes in the film who say they beat their personal best or broke records, simply by not eating meat a week prior to their event, and doing research.
- always a toxic masculinity vibe in the film, people would make fun of other athletes for being vegetarian and would make fun of them and claim they are 'weak' which is ironic since the vegan/vegeterian athletes end up doing better than their competitors.
- ancient humans ate mainly plants!!

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"To travel, to experience and learn: that is to live."
-Tenzing Norgay

Norgay Tenzing was born in 1915, in the small village of Thame, Nepal.

Tenzing Norgay had no privilege or riches to fall back on. Growing up, he witnessed hardship as his parents, herders who tended after yaks, worked to make ends meet and put food on the table. Out of 14 siblings, only six kids survived. Norgay himself grew up herding yaks and was no stranger to the mighty peaks around his home. According to the Nepali Times, it is believed that he walked with his family across the Himalayas to Thame in a bid to find better prospects.

Like many of his villagers, he moved to the Indian city of  Darjeelingas a teenager. That is where he was chosen from a select few to join the 1933 British expedition to Everest as a Sherpa guide.

His role as a helping guide and his determination to one day fully climb the mountain had him go on 6 more expeditions before reaching his most famous one. His warmness, vitality and enthusiasm together with personal ambition and modesty made a deep and lasting impression on Lord Hunt, leader of the 1953 expedition that made the first successful ascent of Everest, and his team.

Even after the fame that engulfed him after his grand achievement, returning home with fanfare and praise, he remained humble and modest. Despite global recognition, Norgay remained approachable and friendly to the world at large.

Perhaps his modesty as an adult and his humility after he rose to fame can be traced back to his humble beginnings, a reminder that kept him detached and undeterred even when he became a renowned figure. Stories were circulated of Norgay's family being ill-treated because of caste hierarchies, which made them vulnerable to exploitation at the hands of their peers. However, later in life, Norgay shattered several stereotypes as he conquered Everest and amassed enough riches to help out others like him and provide for them in times of need.

To Tenzing more than any other member of his people is due the distinction not only of being one of the two first people to reach the summit of Everest, but of making the Sherpas known worldwide for their courage, their skill as climbers, and their wonderful personalities.

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https://youtu.be/LeXgxN24loc - innocent smoothie advertisement (inspiration)

https://youtu.be/psdtyJ2aizI - this one is maybe a bit too much or provocative, but it leaves the audience with a clear message

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https://www.youtube.com/watch?v=i6eQzVZczfI

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https://www.youtube.com/watch?v=7PHLEL7vmAo

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First clip: Person (simply dressed, maybe a white or a skin color shirt) aks the viewer "What would you like to eat?" I the one hand she has the ingredients that the ZENZING drink is made off, in the other hand she has synthetic caffeine, artificial mood boosters etc.

Next clip (Not fully sure if it should be included or if it will be too much): Man (still dressed in neutral clothing) asks "how would you like to treat our planet?". He hold a hand out to each side and over his hands a small video books come in. One film shows a high CO2 level and the over shows something environmentally friendly.

Final clip: "By drinking TENZING you get a natural energy boost from nature...... and so on...

End line: "TENZING a drink of (mother?) nature" :D