Product name: Pure Fruit Smoothies
The target market for innocent smoothies is on the move people and health conscious people. The product image is very simplistic is come across as a healthy nutritious and 100% pure fruit drink the 100% pure is what puts them apart from their competitors. The features of the product are the variety of fruits used in the making of the drink, for example the cranberry and raspberry drink has 62 crushed cranberries, 12 crushed raspberries, ½ crushed banana, ½ pressed apples and some freshly squeezed orange juice, just listening to all that is enticing this is what encourages the buyer to purchase the product. The pricing strategy used by innocent drinks is standard retail pricing it retails at Tesco for £1.40-£2.00 which considering the effort put into producing it is a small amount to pay.
Campaign Title: innocent by nature
The method of promotion used is television, press (guardian, Sunday supplements, independent. The TV ads are typically shown on channel four as it is a channel highly watched by their target audience. The advert is very short and straight to the point; it shows the audience how the smoothies are made and where the ingredients come from e.g. naturally sustainable sources of fruit from the rainforest. The image that they are trying to portray is within the advert is one they have in all their adverts, innocents have the naturalist image. The advert is emphasising the innocent aspect of the smoothie, ‘why is it innocent’ it is because they are taking responsibility for how their product is made e.g. importing fruits that are sustainable, and they give a share of their profits to charity. The advert targets more health conscious people and those who don’t have the time to consume their five a day portion of fruit and vegetable whereas this one drink will do it all, it also tells the audience that how the drink is made how it is made for those who don’t know.
Campaign Title: nothing but nothing
The method of promotion used is television, press (guardian, Sunday supplements, independent. The TV ads are typically shown on channel four due to the reason described above. The advert is again is very short and straight forward however this time they are comparing how usual drinks are made and how they make theirs, basically what makes them different to other companies, it shows in the advert that innocent drinks add all the parts of the fruit including the skin and seeds as they all contain nutrients and fibre the viewer is clearly made aware of this when they watch the advert. The image that they are trying to portray is that they are different to other companies in a positive way that they add every part of the fruit whereas others don’t. This advert targets children as well as on the move people as it very colourful and uses some comedy where the guy is slicing the lemon without using a knife and the strawberry is jumping up and down the table. Instantly the child will be enticed even if they don’t know what it means the colours will make them nag their parents to buy it for them.
