The Media Guardian
Smoothie operator
Last weekend, at Fruitstock, Innocent's third annual music festival in London's Regent's Park, the smoothie maker pulled off a marketing coup, writes freelance marketing consultant Diane Perlman.
Tuesday August 9, 2005
Innocent, the fruit smoothie brand, is definitely guilty. It is guilty of demonstrating an intimate understanding of one of the most important truths of marketing today: brands that engage customers in experiences that are authentic, that enrich their lives and that customers themselves can take ownership of, will win.
Last weekend, at Fruitstock, Innocent's third annual music festival in London's Regent's Park (featuring bands ranging from Nitin Sawhney to US 3), three things became clear to me.
First, Innocent's founders have created a memorable brand that stands for something. According to the festival brochure (which you could purchase at the festival for £1 – donated to charity), Innocent says: "We still strive to make the best tasting drinks in the world and we still like to spend summer weekends in the park dancing badly." This statement demonstrates that this is a brand with humility, individuality, corporate social responsibility and a sense of humour. And it's not just an empty statement - it's authentic.
Second, they have developed this ethos into a personality that manifested itself across Fruitstock - from the big sign above the stage that proclaimed, simply, 'hello everybody', to the flirting area and the blendavenda station, where you could mix your own fresh fruit smoothie using only the 'pedal power' created by riding on a stationary bike. This was clever, original, cheeky and fun for everyone.
Lastly, Innocent has created a smoothie cult, turning its customers into fans by hosting memorable brand experiences that actually make people's lives better. Festivalgoers happily sampled Innocent's new smoothie flavours, browsed the farmers market and enjoyed the music and atmosphere with friends. Some, like me, came back again the next day with more friends. Other die-hard fans had even fashioned porcupine-style hats from empty Innocent bottles, which they proudly wore around the event. Innocent fans are definitely taking ownership of the experience and enjoying it.
Well, I say hats off to Innocent's founders and marketing team for creating a brand with such personality and magnetism.
During a time in which competition for brand loyalty is as fierce as ever and choice - in drinks brands and in how to spend a sunny weekend - abounds, Fruitstock simply and effectively invited its customers to get involved with the brand, sample its products, meet its friends, be in the world of Innocent and make it their own.
The ability to create a cult of personality like this should not be underestimated and should indeed be held up as an example.
Innocent is definitely guilty of engaging its customers in a memorable, original brand experience. It's a beautiful thing to behold. Well executed, true to its values and ...just plain fun.
Diane Perlman can be reached at diane@brandingmatters.co.uk