As an architect, the Markitects help clients with the dream strategy, marketing plan or ideal home. Client teams can then implement or we act as outsourced marketing directors to coordinate execution with specialists.

Simone a Soif! is a brussels-based start-up launched by strong personalities with experience from the retail, marketing & advertising and HoReCa. They developed a unique product range that solve the unconscious drink paradox : something can be TASTY and HEALTHY. Until now, our experience tells us that if you choose for a natural, unsweet alternative, you will be giving up on taste. Simone a Soif resolves this impossible choice (loss aversion bias impedes us from chosing a product that has us lose on these important purchase drivers, unless you're a utopist idealist that gives up on personal comfort in order to save the world a bit, one drink at the time). 

Their technology resembles hot infusions or alcohol distillery : they distill the taste out of organic fruit and manage to maintain the myriad of tastes & inject it in a light carbonated drink, hence creating a soft drink that isn't really one. 

Simone a Soif! asked us to craft a positioning that could undo a series of barriers blocking their growth : 

- (mis)perceptions of natural products 

- new-to-the-world category : it's not a soft drink, it's not a tea, it's not tasteless infused water. It's a hydrolade made from distilled organic fruit. Go & explain that to your mother-in-law...


From soft drink market audit to needs analysis of green millennials, purchase drivers and barriers, USPs to positioning, packaging co-creation with design agency. Marketing plan from touchpoint analysis to geo-marketing. 


Acting as outsourced marketing director, we helped the team with their ad hoc strategic requests while the internal marketers would implement activities.

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