Innocent Drinks' Marketing Story

Pages: 4 (1166 words) Published: March 21, 2011
The innocent marketing story
Marketing & brand stuff
We believe that 95% of our marketing is in the bottle and like to let the drinks do all the talking. We’re very big on keeping the main thing, the main thing and try to be as innocent as we can in everything we do. So that means, quite simply, being natural, honest and making business decisions that we can all be proud of. We work hard to keep our brand fresh, just like our drinks. From changing our labels every few months, to putting nice little messages on our accounts forms, it all helps reinforce what we’re all about.

One of our early labels and our first little rule book

Rule book If anyone were to ask us to sum up innocent, we’d just hand them our rule book with a nice cup of tea and let them have a read. It packs all the important stuff in, from the fact we won’t ever adulterate our drinks to how we believe you should love the people who buy our drinks, which we do. It’s the closest thing we could get to a mission statement without it actually being a mission statement. Sampling Advertising is great at getting people keen to buy an innocent drink if they see one, but sampling is a fantastic way to get people to try the drinks directly. We now have our one-stop mobile sampling shop in the form of our two dancing grass vans (one is shown below, the cow is optional), and every summer we have our very own road show where they visit events, festivals and innocent stockists.

1 information correct as of April 2008

Marketing spend The chart below shows our marketing spend since 2001. 2003 turned out to be a pivotal year for us as we invested more money in our sector than anyone else and it was more than we spent in our first four years of business put together.

innocent total marketing spend 01-08

10 9 8 7 6

9 8 7

5 4 3 2 1 0 2001 2002 2003 2004 2005 2006 2007 2008
0.32 0.6 1.5 2.25 3.5

When it comes to getting the work together, we try to do as much as we possibly can on our...
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