1. Innocent pure fruit smoothies

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

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

4. Name English Easy to pronounce Easy to understand Reach many people

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

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

7. Brand image Belgium Not well known Solution Advertise more

8. Target audience Everyone Healthier life Children Since 2005

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

10. 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

11. Packaging 2013 Saved over 1000 tonnes Future aims Improve their packaging

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

13. Slogan

14. 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

15. Thank you for listening