Innocent pure fruit smoothies

General information Foundation 1999 Inventors Richard Reed Adam Balon Jon Wright Music festival in London Yes or No bin

Name Expression “The innocent themselves” 100 % fruit  100 % natural No additives, colours and flavours No E-numbers No concentrated juices No sugar No water

Name English Easy to pronounce Easy to understand Reach many people

Brand image Innocent’s reputation Healthy drinks … Image ‘Innocent family’  close to customers Indirectly linked Directly linked Innocent’s customer’s memory

Brand image Positive brand image Kids smoothies  McDonald’s Reasons More fruit into people  children Alternative to fizzy coke

Brand image Belgium Not well known Solution Advertise more

Target audience Everyone Healthier life Children Since 2005

Packaging 2 types Small bottles Family packs Children Carton with a straw

Packaging Environment Lowest impact on the world Sustainable 4 strategies Use less material/pack Use recycled material Make materials  easy to recycle Avoid high carbon materials

Packaging 2013 Saved over 1000 tonnes Future aims Improve their packaging

Positioning Premium product Top end of the market Quality More fibres/100 ml Ingredients 100 % natural Best and freshest fruit NOT cheap

Slogan

Slogan Three goals = the slogan 1.Tastes good  best fruit = a lot of taste 2.Does you good  vitamins = healthy 3.Does others good  10 % of profits to charity INNOCENT SMOOTHIES TASTES GOOD, DOES GOOD

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