An Advertising campaign for Del Monte mixed drinks

• Main Authors: Leonardo, Oliver, Ner, Carlo, Odono, Maria Teresa B.
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16929
• Institution: De La Salle University

Mixed Drinks is one of the many brands that Del Monte Philippines, Inc. markets. It started as mixed drinks in the late 1950's and had a new name which was Island Blend is the early 1980's. The company later decided to shift back to the name Mixed Drinks in the late 1980's for they felt that there was a weak association of the product (Island Blends) with the company's name (Del Monte). Mixed Drinks is a delicious blend of two fresh fruits in one refreshing drink. It is made of all natural ingredients and contains vitamins that help our bodies become strong. But this is what all the juices in the market claim, that they are all natural and that they contain vitamins. The Del Monte Mixed Drinks is different from all the other juices for it is a blend of two fresh fruits. It is not a single flavored drink that everyone thinks they have tried. The group decided to come up with an advertising plan for the Del Monte Mixed Drinks for ever since the name Mixed Drinks was adopted again, no advertising has been done for the product. Since this is the case, the objective of this advertising plan is to create awareness among the people in its target market and attain a 70% reach by the end of this campaign. The target market was set to be the young adults, aged 19-25, who belong to classes AB and upper C of society. The young adults are the active people, always on the go and engaged in a lot of activities. They will be a good market to tap for they are the ones who need a drink most of the time. A budget of P 8,781,410.00 will be used by the group to be able out to carry their plans. A TVC will be produced and aired on television, a poster which the company (Del Monte) will be further developed for the print ads. The print ads will be the same for the newspapers and magazines so that there will be consistency in the campaign. A contingency fund for sponsoring shows/concerts will also be provided. Since the primary objective of this campaign is to create awareness, consistency is needed so as not to confuse the market of what the company really wants to project. Interviews were conducted and different materials were used in order to have data that will be helpful in making the right decisions for this paper. Through careful data gathering and analysis, the group conformed to the most suitable forms of media for this plan which will appeal to our designated target market. To wrap up, using the mentioned budget for this campaign, the set objective of reaching at least 70% of the target market was attained and even surpassed by using the different media such as Television (for broadcast), for print we have, Newspapers and Magazines and the use of sampling in sponsored shows to add to the reach.