The document proposes launching a new healthy drink called "Bio Bio" for children in Belarus, with all profits being donated to help fight childhood obesity, as statistics show nearly every fourth child in Minsk is overweight; it outlines plans for an integrated marketing campaign including TV ads, in-store promotions, social media, and government support to raise awareness of childhood obesity and promote Bio Bio as a healthy alternative to sugary drinks.

1. Bio Bio
New healthy drink
Alivaria Brewery, Minsk, Belarus
Eleanora Kalinina
Galina Bobko

2. Background
Brewery Alivaria is one of the leading Belarus breweries.
We believe that corporate social responsibility is the key to success.
We organize special projects addressed to provide help in different areas and draw attention
that even a small impact of each employee can work a miracle.
Problem
45 billion children worldwide are
abused by obesity
Statistics increases by 0,5% year by
year
Every 4st child in Minsk, Belarus is
overweight
If humanity has a chance to solve the problem of obesity, lifetime would
increase by 4 years!

3. Communication goals
• To increase awareness about new healthy
product/drink for children;
• To inform shoppers that all their money spent on
purchase Bio Bio will spent on fighting against
children’s obesity;
I don’t wanna such
• Make parents refuse sugaring and artificial drinks
for their children;
future for my kid!
• Engage people into the social problem of children’s For any children!
obesity in Belarus.

4. Product
Bio Bio - new healthy drink for children
All profits will be donated to Fund which help children
suffering from obesity
The best your choice with care
about your child:
•
•
Low fat
Healthy
+ +
• Non-carbonated
• With organic ingredients
The best for your kids:
• Banana –strawberry taste
• With juice
• Natural

5. What we are asking for
Create new logo and label for new
product Bio Bio
Develop integrated campaign for new
product launch
With
Strong social emphasis that the money
raised in sales will be donated to
charity Fund which helps children who
suffer from overweight
Through
Making people refuse sugaring and
artificial drinks and food for their
children

6. Target audience
Shoppers – parents, family oriented people, Consumers – kids, they like tasty,
who care about the children’s health and colorful products. Age: 5-15
their future. Age: 25-65 years old. years old
Parents Insight:
The most important I have in my life is my children and I want to be sure
that by buying everyday goods I can choose healthy products for them. I
believe that I can help to solve the children health problem and every
cent will be sent on their better future.

7. Ton of voice
Cheerful positive easy-going

8. Deliverables
Communication channels
• TV – create a commercial with charismatic active
character Bio-man.
• BTL – activities inside the outlets with Bio-man with
simple contests which show how important to be healthy
and active.
• Channel marketing – POS and equipment and additional
placement.
• Social Media – Forum for Mums which reveal the up-to-
date problem of children’s obesity.
• Government relationship – to provide Government
support and attention to the project.
Expected launch date – 1st January 2013
Budget – 200 000 USD