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Published byGary Floyd Modified over 10 years ago
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Innocent Smoothies The Brand… And the Family.
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Look and Feel 1. Nice and Informal – Cartoon-like style and funky font. Simple bold colourings and child-like exuberance. 2. Interesting copy – even the base often has stuff to read! “Stop looking at my bottom!” 3. Brand feels approachable – and run by “Normal” people. Or, at least, people who are as weird as the rest of us. 4. Fun, easy and entertaining – Being healthy is no longer hard! Not afraid to make a joke! Enthusiasm = Enthusiasm
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Personality Good product building on Good publicity. All about: Ethics Ingredients. Customers. Commitments. Due to all of these, people will pay premiums. They are, after all, helping to save the world.
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Problems Price. Keeping “Green”. Repeating ideas. Copycats – even Burger King!
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Braving the communications barrier Isn’t afraid to use EVERYTHING! Packaging – has a nice chat with the reader! Television/Digital – Stay childlike and straight to the point! Print – Combo of Packaging & TV – straight to the point, but with footers! Internet – interactive and involving. And more – i.e. “The Big Knit!”
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Recent Communications Launch of the Innocent Family Join to receive emails, freebies, event invites (I must admit I joined – even though the concept freaked me out!) Involves people interested in the brand. Strategically builds up committed customers, research base etc. Gentleman’s agreement! Creatively – mass marketing, promotion, totally immersed in brand.
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Innocent have excellent marketing They are ethical, conscientious, successful, a premium/luxury product, and encouraging the participation of thousands of customers. Plus – people know they are all of the above. A marketing success story. A few silly ideas however – Mix and Match smoothies – create your own flavour (this could build on the already popular ingredient smoothies recipe book). Expand the concept – Innocent Gyms, foods? However, would this defeat the easy-going nature of Innocent?
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