Innocent smoothies - Assignment Example

Innocent Smoothies Innocent Smoothies Question Olympic During the London Olympics, the Innocent Smoothies Company devised a clever way of branding itself and bringing its products to the attention of the wider market. The firm stationed its one-stop food kiosks from which it sold the smoothies. Fans found the kiosks more convenient and offered a welcome relief from the crowded lines at the major food outlets. Although the company had existed for a long time and was able to leverage its reputation of producing high-quality healthy foods, the Olympics was the first major outdoor occasion.

In addition, it fit perfectly with the company’s policy of promoting healthy eating behaviors (Bhargava, 2012). Innocent’s mini-kiosks were some of the few food outlets in the Olympic park offering healthy food alternatives to the millions of attendees. Figure illustrating the Innocent mini-kiosk The company also ran a two-week campaign called ‘Tweet for A seat’ prior to the start of the Olympics (Eleftheriou-Smith, 2012). This was intended to have the fans regenerate the advertisements by tweeting pictures of the company’s products to their followers.

In the campaign, Innocent called on its Twitter followers to suggest whom they wanted to take with them to the Olympics and the reason for a chance to win a seat for two. The campaign followed a decision by the company to scrap off its scheduled promotion through which it aimed to improve the sale of Olympic tickets. Smoothie had worked to be the official smoothie and juice sponsor of the Olympics. Before the start of 2012 Olympic, Innocent launched a healthy living campaign, which encouraged people to kick off the year with healthy lifestyles (Eleftheriou-Smith, 2011).

The company features one retired athlete, Kris Akabusi in its video advert clips and billboards with a message to encourage people to get back into fitness through exercising. It gave away free day passes to the gyms of virgin active all over Europe (OReilly, 2014). Although this campaign was not geared to promoting the Olympics, it helped the company generate more revenue clocking 200 million pounds the following year. Question 2 The company’s promotional campaigns have always focused on marketing its products as the best alternative healthy foods in Europe.

It prompts people to focus on their health and watch their diet. Its tagline ‘tastes good, does good’ is meant to appeal to the buyers to buy the products and feel the tastes and effects of the product. By appealing to the healthy lifestyle, the company brands itself as the only one offering alternatives to longer living. This is a moral appeal and directly touches on the conscience of buyers. The company designs its products as offering a matter of life and death affair. The company also promises the buyers a journey back to the pure village roots when foods were fresh, and produce picked from the gardens (OReilly, 2014).

Finally, it is essential to point that smoothies in the UK has been on the growing trend over a number of years that have past. Bibliography Bhargava, R, 2012, Pinterest, Viewed 5 March 2015 at https://www.pinterest.com/rohitbhargava/london-2012-olympic-marketing-best-worst-marketing/Eleftheriou-Smith, L.-M, 2011, Marketing magazine, Viewd 5 March 2015 http://www.marketingmagazine.co.uk/article/1108523/innocent-launch-healthy-new-year-on-pack-promotion-smoothiesEleftheriou-Smith, L.-M, 2012, Campaign, Viewd 5 March 2015 at http://www.

campaignlive.co.uk/news/1138911/OReilly, L, 2014, Innocent launches super smoothie range, Marketing Week (Online Edition), 11, Viewed 5 March 2015.