Charlies

Project 3

Nur Fatimah Bte A Rahman

DM3D F13DM0369

Charlie’s Juice

1. Background summary:

Charlie's Group Limited is a New Zealand producer of beverage drinks founded in 1999 by

three friends, Marc Ellis, Stefan Lepionka and Simon Neal. It was originally a company that

produced fresh orange juice; in 2001, Charlie’s then expanded their product range to

include a variety of other natural fruit juices. They also sell loose fruit, fruit smoothies

and sports water flavored with fruit juices. They market their products as "Honest",

referring to the fact that the products are not from concentrate with no sugar added.

2. Drivers:

The goal for this projects is to create an advertisement for the juice range in Singapore.

The purpose of our work is to create a promotional advertisement for the brand to help it

gain recognition in Singapore. The brand’s should stand out and be more recognized in the

juice section as compared to other brands.

The top 3 objectives of this project is to further promote the brand and product. The

product is currently lesser known in the juice category and it is not a go to juice in

Singapore.

3. Audience:

The main target audience would be for people who are aged from the range of 20 to 30

years old. It is targeted to the female gender with a higher disposable income. Educated

individuals that are also workings adults are the main target for this project.

The target audience are also health conscious and indivisuals looking for a healthy

alternative to a juice cleanse. Organic food lovers that has an interest in fresh produce

would also be part of the target audience.

Currently, the product idea of juice cleanses are on the rise and the audience have little

knowledge on the product. With the little promotions, the audience doesn’t know of the

brand’s products unless they come across it in the grocery stores. They would be

interested in this juice as it would be something new to try.

4. Competitors:

The competition...