presented by:

CJ Jayakanth | Madeline Church | Kyle Shurm

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Product Overview
Soylent is shipped and sold by Amazon.

This brand offers a variety of flavors in their meal replacement shake.

In addition, Soylent also offers other meal replacement options including a “100 Calorie Mini Meal Bar”, protein powder,
a nutritional shake for the ‘in-between’ meal and “STACKED” which is a nootropics drink.
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Current Amazon Status

Soylent’s products appear on branded keyword searches. As the scope of search expands, Soylent loses its footing
above the fold.

Competitor brands have bid on Soylent’s turf. Later, we’ll recommend how to combat this.

Category keywords yield results below the fold. The meal replacement shake market is saturated, so we are aiming to
raise Soylent’s brand awareness.

Soylent appears above the fold in its

own branded keyword search, however
a competitor takes the top spot.
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Competitive Review
Protein Sugar Carbs Price per one Calories
container

Soylent 20g 9g 36g $1.42 (8 fl oz) 400

Ensure 9g 15g 33g $1.1 (8 fl oz) 220

Glucerna 10g 4g 16g $1.50 (8 fl oz) 180

Boost 10g 20g 41g $1.2 (8 fl oz) 240

Carnation 10g 15g 41g $1 (8 fl oz) 240

Instant
Breakfast

SlimFast 20g 1g 6g $1.9 (8 fl oz) 180

Atkins 30g 1g 8g $2.1 (8 fl oz) 180

Pirq 12g <1g 8g $2.7 (8 fl oz) 110

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Amazon Media Recommendation

As a team, we are recommending Soylent utilize

sponsored brand ads.
● Raise brand awareness for Soylent
● Own our brand keyword search
● Promote Soylents range of products
In summary, the objective is to have Soylent’s brand
stand out in the saturated category of meal
replacements as a whole.

We also recommend that Soylent includes an image

of a 12-pack instead of a single beverage.
Currently, they only show one drink paired with their
$39 price which could turn the consumer away
because it is misleading.
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Sponsored Brand Ads

The use of sponsored brand ads will raise awareness for Soylent, allow the brand to own their brand keyword search,
and promote Soylent’s range of products.

Competitors are bidding on Soylent’s branded keywords; our recommendation is to increase spending on Soylent’s
own turf.

Sponsored brand ads will include three flavors of Soylent’s meal replacement shakes with the headline “Fuel Your
Hustle.”

These ads will be placed on search results using contextual targeting. We will target similar consumers who interact
with healthier lifestyles and have similar shopping habits.

For more broader searches, we propose to bid on category keywords.

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Rationale

There are a number of buzzwords in the nutrition drink

category.

Since Soylent offers a diverse set of products, they are able

to attract a range of consumers.

One reason Soylent stands out among their competition is

having 20 grams of protein.

We want to capitalize on this because the graph to our

right tells us that the vast majority of consumers seeking
this kind of product, care about protein.
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Rationale

In addition, Soylents products also hit on healthy

snacking, convenience and boosting energy.

The graph on the right tells us that many consumers

seek these things when selecting a drink.

Therefore, we will be focusing on contextual

targeting through the diversity offered in Soylents
products.
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Analytics
Sponsored Brand Ads will be measured using the cost-per-click (CPC) metric.

Soylent also has the freedom to change their metric and the amount they would like to bid per click.
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Recommended Keyword Summary

Broad Match Meal Replacement Nutritious

Protein Drink Protein Powder

Nutrition Vegan Protein Shake

Meal Replacement Shake Ready to Drink

Blender Bottle Protein Shake

Plant Protein Shake Plant Protein Powder

Soy Protein

Exact Match Soylent