An integrated marketing communications campaign for locally blended juice drink

• Main Author: Sy, Rachelle Ann E.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Fruit juices > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5232
• Institution: De La Salle University

This Integrated Marketing Communications campaign is designed for Locally Blended Juice Drink, a ready-to-drink quirky juice line made from natural home-grown fruits produced by Nutri Asia Philippines, with the following objectives: 1) To increase awareness of Locally at 70% in the SEC A, B and upper C ages 18-34 years old by the end of the campaign, 2) To make Locally Blended Juice Drink part of the target market's evoked set of RTDs by the 3rd quarter of 2017, and 3) To increase purchase of Locally at 50% by the 3rd quarter of 2017. Concentrating on the idea that the brand offers four unique fruit juice flavors packed with Vitamin C, a bottle promises a refreshing and healthy way to try something new, perfect for the fun personality of the Filipino barkada. The creative and media objectives of the campaign is to effectively communicate what Locally has to offer, a fun and unique experience for the Phillennial barkada, without compromising their busy lifestyle and the trend towards healthy living. The strategy is divided into three phases: Awareness, Engagement and trial & Retention, two months each phase starting January 2017 - June 2017. Media mix encompasses Above-the-Line, Below-the-Line and Through-the-line efforts. The media strategy will be utilized at times when the target is most open. Post campaign surveys, interviews, blog reviews, social media analytics, sales reports and other research methods will be utilized in order to determine the effectiveness of the campaign.