This document presents a campaign plan for Innocent Smoothies to raise awareness among young adults aged 18-22 in Ho Chi Minh City. The key message is "Bring Nature Closer to You" and the big idea is "Nature Beside You." The plan uses integrated marketing communication tools like websites, social media, events, advertising, and sales promotions. The media plan aims to reach 70% of the target audience at least 4 times in 4 weeks through continuous scheduling of TV commercials and print ads. Evaluation of increasing brand awareness and sales will determine the campaign's success.

1. INNOCENT SMOOTHIES
PITCH PRESENTATION
Course: MKTG1294 Introduction to Advertising
Lecturer: Nguyen Yen Khanh

2. Campaign Plan
Target
Audience
Objectives
_Key
message
_Big idea
IMC
Tools
Media
Planning
Evaluation

3. Target Audience

4. Target AudienceGeographic
 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.

5. Communication Objective
Action Objectives

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.

7. Action Objectives
3 months
Approximately
10k
After the
campaign
Approximately
20k bottles sold
out

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

13. IMC Tools

14. IMC Tools

15. PR/Publicity
Online communication:
•Official Vietnamese website
•Official Facebook page
PR articles on kenh14.vn, Zing News
Events:
•Launch event: Green party
•Ready, steady, grow

16. Website
Figure 1: Reproduced from Innocent Drinks 2014

17. Facebook page
Figure 2: Reproduced from Innocent Drinks 2014

18. PR Articles
Figure 3: Reproduced from We
love Apps
Figure 4: Reproduced from
kenh14.vn

19. Launch event
Figure 5: Reproduced from
Love this pic
Figure 6: Reproduced from Museum
of Happiness

20. Ready, steady, grow
Figure 7: Reproduced from Long may she rain

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

22. Premiums
Figure 8: Reproduced from
Innocent Drinks
Figure 9: Reproduced from
Google Images

23. Media Planning

24. Media Objective
Reach 70% of Target Audience
at least 4 times in 4 weeks

25. Scheduling Pattern
TVCs
Print ads
Jun Jul Aug
Continuous

26. Media Flowchart

27. Media Flowchart

28. Media Flowchart

29. Media Flowchart

30. Media Flowchart

31. Reproduced from TNS Media Co. 2009