Alivaria Brewery, Minsk, Belarus Eleanora Kalinina Galina Bobko

Bio Bio New healthy drink

45 billion children worldwide are abused by obesity

Statistics increases by 0,5% year by year

Every 4st child in Minsk, Belarus is overweight

Brewery Alivaria is one of the leading Belarus breweries.

We believe that corporate social responsibility is the key to success. We organize special projects addressed to provide help in different areas and draw attention that even a small impact of each employee can work a miracle.

If humanity has a chance to solve the problem of obesity, lifetime would increase by 4 years!

Background

Problem

• To increase awareness about new healthy product/drink for children;

• To inform shoppers that all their money spent on purchase Bio Bio will spent on fighting against children’s obesity;

• Make parents refuse sugaring and artificial drinks for their children;

• Engage people into the social problem of children’s obesity in Belarus.

Communication goals

I don’t wanna such future for my kid! For any children!

The best for your kids: • Banana –strawberry taste • With juice • Natural

Bio Bio - new healthy drink for children All profits will be donated to Fund which help children suffering from obesity

The best your choice with care about your child: • Low fat • Healthy • Non-carbonated • With organic ingredients

Product

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What we are asking for

Create new logo and label for new product Bio Bio Develop integrated campaign for new product launch

With

Strong social emphasis that the money raised in sales will be donated to charity Fund which helps children who suffer from overweight

Through

Making people refuse sugaring and artificial drinks and food for their children

Target audience

Shoppers – parents, family oriented people, who care about the children’s health and their future. Age: 25-65 years old.

Consumers – kids, they like tasty, colorful products. Age: 5-15 years old

Parents Insight:

The most important I have in my life is my children and I want to be sure that by buying everyday goods I can choose healthy products for them. I believe that I can help to solve the children health problem and every cent will be sent on their better future.

Ton of voice Cheerful positive easy-going

Deliverables Communication channels • TV – create a commercial with charismatic active

character Bio-man. • BTL – activities inside the outlets with Bio-man with

simple contests which show how important to be healthy and active.

• Channel marketing – POS and equipment and additional placement.

• Social Media – Forum for Mums which reveal the up-to-date problem of children’s obesity.

• Government relationship – to provide Government support and attention to the project.

Expected launch date – 1st January 2013

Budget – 200 000 USD