4. Target Audience
Geographic
Urban Area
o Ho Chi Minh City (1st area)
o Ha Noi (2nd area)
Demographic
• Age: 18-22 years old
• Gender: both genders
• Income: from middle to high
Psychographic
• Characteristics:
• Active and dynamic
• Curious about nature
• Sociable
• Lifestyle:
• Prefer organic products
• Love to join
environmental events
Behavioral
• Purchase Frequency: 1/week
(min) or every day (max)
• Loyalty: High
• Intention: Innocent smoothie
is the first choice in their
mind
Benefit Sought:
• Functional: Good for health,
skin, tasty.
• Emotional: Feel safe and
close to the nature.
6. Communication Objective
Raise the awareness of 35% of young people
aged from 18 to 22 in Ho Chi Minh City about the
existence of Innocent Smoothies within 3
months.
8. KEY MESSAGE
BRING NATURE CLOSER TO YOU
Feel all the essence from the
nature
Enjoy nature besides you
9. Product:
100% organic
Ensure the quality of the fruits ( growing, harvesting, processing
Environmental-friendly company ( packaging, Barclays award..)
Customers feel the best things from nature
Campaigns
Get kids into garden campaign in 2012
Help the customers get closure to the nature
10. Tone of voice
Spiritual Dynamic Fun Encouraging
Desired Response
The customers do more outdoor activities and enjoy
INNOCENT smoothies
Feel nature surrounds them and get out
of tiredness and stress of daily life
11. BIG IDEA
NATURE BESIDES YOU
Big idea is executed consistently with
Key message
IMC tools, especially the events and the
advertising
12. The 100% organic ingredients
The brand image: fresh,
natural, full with vitality
Drinking INNOCENT
smoothies, you can feel
nature besides you or
even inside your body and
your mind
21. Sales promotion
Premiums:
•Packs of seeds for Ready, steady, grow
•Lucky scratch card for trips to wild and natural areas in Vietnam
and other countries
Contest:
•Ready, steady, grow