It’s a chocolate drink - not milk-based, but there's a little bit of dairy in it. It has only 7 vitamins and minerals, which was impressive back when Converse was the new innovative shoe for the NBA. It doesn't give you energy, it's not going to make you lose weight, and it's not going to make you look cool while you drink it.

Challengers | Yoo-Hoo is competing in a “functional” beverage world. Nearly all drinks are suggesting they can make you faster, stronger, and more beautiful. They are all making the claim that by drinking their drink, your life will become more ful�lled by what they promise to give you.

Problem I YooHoo has no real product bene�ts, making it nearly impossible for it to compete in a beverage industry dominated by highly-functional drinks.

Opportunity I There is an audience that doesn’t want to be bigger, faster or stronger. They just don’t want to work too hard in order to get by. And Yoo-Hoo understands that.

Strategy | Turn the fact that it does nothing into its main selling point and target an audience that believes not trying is a virtue.

Solution I Position Yoo-Hoo as a completely and unapologetically useless drink.

Joy Balance Wings Energy Vitamins Game

YOO-HOO IS COMPLETELY AND UNAPOLOGETICALLY USELESS.