Material Detail
Is Innocent's Halo Slipping?
This is a brief case study regarding Innocent Drinks and McDonalds. Innocent is using a trial of selling cartons of its children's strawberry, raspberry and blackberry smoothies as a drinks option for McDonald's Happy Meals
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Comments
Magali Cortez (Health Care Professional)
Artículo que trata sobre situación dada entre Smoothie, lider de una bebida fantasía y McDonald, y que tiene que ver con la distribuición de bebidas de frutas, para "apoyar" la causa de alimentación más saludable, pero a un costo mayor...
Considero que es una estartegia d marketing de esta potencia en comida chatarra, para aumentar sus ventas, pero que en el fondo no contribuye a incentivar, entre la población infantil, el consumo de verduras y frutas.
Existe una doble intención en la introducción de esta bebida.
Matthea Marquart (Staff)
This is a one-page case study that raises good questions for students to consider regarding business ethics and marketing. Does it violate the healthy and ethical brand image of Innocent to partner with McDonalds? Or is it worth it to reach more customers?
As noted in the peer reviews, an instructor based outside the United Kingdom would need to provide some background information about the company Innocent. Also, as the case is from 2007, the instructor should be ready for questions about what happened to the 6-month pilot program described in the case.