In this project for my Marketing for Entrepreneurs (MKT 385) class at the University of Miami, I was tasked with creating and launching a new drink concept that was built entirely around my own personal brand and identity. The project required me to develop a full go-to-market strategy, including a brand wheel, brand archetype, product development, pricing strategy, target audience reach, and a comprehensive marketing and promotional campaign, including an activation launch.
The final result I created was called Elevate Hydration, which is a natural energy and hydration drink that is designed for high performers who refuse to slow down, such as myself. The drink was built around the idea of clean energy, focus, performance, and endurance. Elevate was crafted to reflect my own values of performance, growth, and showing up every day at your best. From the brand positioning and logo design to experiential marketing activations and influencer partnership strategy, every element of this project was developed with a real-world launch in mind.
In my Marketing for Entrepreneurs (MKT 385) course at the University of Miami, myself and three classmates were tasked to develop a comprehensive marketing campaign for SOLACE Boats, a luxury boat manufacturer that is currently seeking to expand its appeal to a younger and lifestyle-oriented demographic.
Our goal was to reposition SOLACE as the future of boating by designing a campaign that resonated with younger customers while also maintaining the brand’s established reputation for having the highest quality and craftsmanship. We decided to create a comprehensive promotional strategy featuring a cohesive campaign theme and name called SOLACE ADVENTURE as well as an analysis of the five Ps, a multi-platform social media plan, merchandise and lifestyle extensions, experiential activations, and partnership opportunities aligned with coastal and adventure culture.
The focal point of our campaign was a flagship launch event intended to generate excitement and present the SOLACE brand as both luxurious and accessible to a new generation of buyers. We then had the opportunity to presented our strategy to the SOLACE team, which challenged us to think creatively, collaborate effectively, and ensure our ideas were practical for real-world implementation.
Sophie Greenfield
Phone Number: +1 516-253-8403
Email: sophiegreenfield@miami.edu
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