INNOCENT DRINKS
University Project
PROBLEM
The challenge presented in this project was to launch a new wellness shot within a market where the brand already had a solid presence. While Innocent Drinks enjoys widespread consumer trust, introducing a new product required careful consideration, as the goal was not only to appeal to existing customers but also to attract a new segment of wellness-focused consumers. This made the task both strategic and complex, as the launch needed to feel fresh while still aligning with Innocent’s familiar brand identity.
SOLUTION
I proposed an innovative strategy that utilised QR codes in collaboration with influential media partners. By scanning the QR code, consumers could access interactive content, such as nutritional benefits and seeing how their gut is doing via an AI character.
Additionally, I suggested integrating product visibility through shot-sized packages placed strategically in TikTok shops, shelf-talkers and retail micro-displays. These placements would ensure high visibility and encourage impulse purchases, especially in locations where consumers look for quick, healthy options. Coordinating these touchpoints would help strengthen brand presence and support a cohesive launch campaign.
Market Analysis |Idea Generation | Marketing Strategy |Consumer Behaviour|Leadership |Creativity |
