New Creative Mini Campaign for Innocent Drinks Targeting GenZ Audience

Exploration of brand identity and ethical practice

What?

In this session, I investigated the brand identity of Innocent Drinks and its association with sustainability, ethical practices along with social responsibility, particularly as a B Corporation. Through this poster, I have shown how innocent drinks target Gen Z and millennials with health consciousness that emphasises naturally sourced materials. Through SWOT analysis, I realised the strengths of this organisation like its ethical brand image, and weaknesses including balancing the ethical goals with commercial growth.

So What?

This session showed me the essentiality of brand authenticity and consistency while targeting value-based customers such as Gen Z (Cagnin and Nicolas, 2022). I felt that when the ethical stance of the brand becomes a major benefit, it needs to balance with affordability and innovation to remain relevant. My understanding regarding the modern expectations of the customer intensified especially with the scepticism of Gen Z for greenwashing and their requirement for actual sustainable brands. Through this, I appreciate how the organisations associate their commitment with fair and innovative approaches in managing credibility.

Now What?

This poster can shape my approach to depict the ethical branding strategies which value transparency and innovation. I think the future campaign will emphasise the maintenance of ethical practices with the management of competitiveness. I also realised the inclusion of influencer marketing and digital expansion is vital to engage GenZ without compromising the values of Innocent Drinks.

Evaluation of customer profile and behaviour

What?

This session showed me the creation of detailed profiles of the customers regarding Innocent Drink which focuses on Olivia a 25-year-old, health-conscious woman who live in London. I analysed demographic, psychographic, and behavioural perspectives which address the pain points of Olivia like price sensitivity, and preferences regarding sustainable goods. This session also supports me in illustrating how brand loyalty is created between customers who value health, and wellness along with eco-conscious choices (Limjaroenrat and Ramanust, 2023).

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So What?

Through this poster I learned the customer landscape of the present time, targeting particular pain and gaining points that become vital in implementing the effective strategy of marketing. I think that it is not sufficient to present a good product- the organisations need to understand the motivation and issues of the customers. For instance, the scepticism of Olivia regarding greenwashing shows the requirement to be transparent about sustainability. This session supported me to empathise the perspective of the customers and

Consider how small factors such as pricing, and packaging can impact purchasing decisions.

Now What?

I can apply the customer-based approach in future projects with the consideration of the practical and emotional requirements of the customers. From the poster, I learned about the marketing mix which incorporates more affordable produce, subscription models as well as sustainability-oriented campaigns (Le, 2023). I also observed the essentiality of the campaign which navigates the particular value of the customers which assure that the brand becomes accessible and authentic.

Marketing mix and strategic opportunities

What?

This session includes the analysis of the marketing mix regarding Innocent Drinks which stresses product, price, place and promotion. I realised when the good is welly received, the strategy of pricing can be an obstacle for young buyers (Surjono, 2024). Moreover, I noticed that the promotional opportunities with social media, influencer collaboration, and e- commerce are associated with the digital preferences of Gen Z.

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So What?

This session supports me to learn the importance of association of product offerings and marketing activities with the values along with the lifestyle of the targeted customers. I realised how digital channels can amplify brand visibility, particularly between young demographics. The strategic opportunities present me with how to implement innovative solutions such as small product size, and subscription models that can increase the retention rate of the customers and boost affordability (Rane et al. 2023). Through this poster, I achieved a larger perspective on how the marketing mix evolves with the shift in the market trends especially with ethical brands such as Innocent Drinks.

Now What?

The core takeaway from this session shows the requirement for constant adaptation in marketing strategies which helps to remain competitive as well as relevant. I can apply this learning in my future academics and professional field through paying close attention to how each component of the marketing mix can be finely tuned in order to fix with the brand identit and needs of the customers. Through this learning, I understood about the importance of particular strategies in order to address the issues in the pricing as well as distribution of Innocent drinks. This can assure that the brand maintains the well ethical position when becoming accessible to larger audiences.

Reference list

Cagnin, N. and Nicolas, M., 2022. Generation Z and brand loyalty: the influence of Gen Z specific expectations on attitudinal and behavioural loyalty. https://www.diva- portal.org/smash/get/diva2:1676306/FULLTEXT01.pdf

Le, H.L., 2023. Analysis of Marketing Strategies of Plant-Based Food Companies in Nordic Countries and Proposition of a Sustainable Marketing Approach: a multi-case study. https://aaltodoc.aalto.fi/bitstreams/23323481-8c15-4125-ac60-f537aeb00583/download

Limjaroenrat, V. and Ramanust, S., 2023. Green Marketing Tools and Consumer Behavior: Exploring the Influence of Eco-Brands and Environmental Advertising on Purchasing Decisions. Journal of Energy and Environmental Policy Options, 6(4), pp.33-42. http://resdojournals.com/index.php/JEEPO/article/download/336/242

Rane, N.L., Achari, A. and Choudhary, S.P., 2023. Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), pp.427-452. https://www.researchgate.net/profile/Nitin- Rane- 2/publication/370561455_Enhancing_customer_loyalty_through_quality_of_service_Effecti ve_strategies_to_improve_customer_satisfaction_experience_relationship_and_engagemen t/links/645612ad97449a0e1a7f308a/Enhancing-customer-loyalty-through-quality-of-service- Effective-strategies-to-improve-customer-satisfaction-experience-relationship-and- engagement.pdf

Surjono, W., 2024. Factors Influencing Online Shopping Decisions in the Fashion Industry. International Journal of Management Science and Information Technology, 4(2), pp.297-311. https://journal.lembagakita.org/IJMSIT/article/download/3004/2189

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