DOSEAn excuse for truth

Nick Partridge nickrpartridge@gmail.com

Some of us will use anythingas an excuse to tell the truth.

Insight

Idea

Dose is...A chance at unabashed opinion-giving.A Friday night truth serum.A built-in Monday morning excuse.

Category

Dose establishes the energy/alcohol shot category.

Reason To Believe

This social anxiety anti-venom is a response to the most powerfully painful awkward moments.

Transformation

Whether or not it is a placebo, there’s no other product that markets itself as a “medicine” for letting loose.

Target segmentation

IRL can be pretty awkward.

For those in need of a littleFriday night courage.

2 oz. vodka6 oz. ginseng energy drinkA kick of a habanero pepper

Formulation + Taste

The mystical power of Absinthe.Qualities of the energy-inducing Sparks.And that familiar burn of “medicine”.

The Real Mix

The Touchstone

Package

Test tubes,served as a pair. That whole “tree falls in a forest” theory applies here too.

Aesthetic

Clean and clinical.

Brand name + tagline + identity

DOSEAn excuse for truth

Soundtrack

The intensity and confidence of the Spanish Flamenco Guitar.

Spokesman

Armed with an insatiable desire to tease out the truth he is...

The Devil’s Advocate.

Scandal

Keeeping in line with the desirefor candor, Dose offers a bountyfor truth: paying for dirt onpoliticians and celebrities.

Nick Partridge nickrpartridge@gmail.com

DOSEAn excuse for truth

Tell us the truth at www.dose.com