Innocent: Juice, not relying on nutrition to get out of the circle

Pin Hu

Tianzhen, a juice brand from the UK, hopes to increase the brand awareness and preference of Tianzhen Juice in first-tier cities through the 2022 new product marketing campaign, and let consumers know the product advantages, so that they are more willing to understand and choose in daily life Innocent all fruit juice products.
Case Details

Brand: naive innocent

Brand owner: Coca-Cola Coca-Cola

Main Agency: McCann China McCann Worldgroup China

Main agent company holding group: IPG

Launched on the market: Mainland China

Industry: Beverages

Media channels: Influencers (Key Opinion Leader KOL, Key Opinion Consumer KOC), social (Weibo, Xiaohongshu)

Budget: 2-3 million

case summary

Naive, a juice brand from the United Kingdom, entered China during the epidemic. Facing the traditional marketing of large-budget juice brands and group brands with stronger channel penetration, how to break through and quickly establish awareness and preference in consumers' minds has...

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