Introduction Brand’s Product
Short story, distribution, market, competitors
1998, during a music festival organized in London.
Three friends, recently graduated from Cambridge, Adam Balon, Richard Reed and Jon Wright, ran a smoothie stand
in order to test their recipe and to make their concept discovered.
They asked the public if they should resign (their job) to dedicate only to smoothies.
Visitors were asked to answer by throwing their smoothie bottles in a YES trash or a NO trash.
At the end of the festival, the YES bin was full. The day after they resigned !
58% held by Coca Cola, Innocent is an English brand known for its fruit, healthy and natural drinks.
Innocent is the leader with 53% of the market share in value, followed by Andros (22%), Immedia (20%) and Hero
Introduction Brand’s Product
1998 : Creation of the brand Innocent in the UK.
2005 : Launch of the brand Innocent in France.
2006 : First appearance of the official mascot, Alain le nain.
2007 : Launch of the family size one liter Tetra Pack.
2008 : Launch of the first poster campaign in Paris.
2009 : Launch of the first Innocent advert on TV.
2011 : Launch of the first salt Innocent smoothie “Camembert, bread, rosette”.
Posts from Innocent
Family-like posts due to strong visual (pure, ecological, childlike, cute) reflecting the value of the brand and
providing fans with a friendly environment to interact
Use of humour to communicate which helps to create a relationship with customers
Great presence and great response from users (post comments alsmost daily)
Posts from users
Building a community/prosumers - 44/50 posts related to the
innocent Big Knit Campaign
No complains (as opposed to Innocent Drinks: complains about the
company donating to Uganda which is criminalising homosexuality)
People interacting everyday - 50 posts in 20 days (good ratio
when you take into consideration than Innocent Drinks had 50
posts in 15 days and possesses nearly 10 times more friends on
The social media team work closely with customer services, they encourage discussion, they give
quick replies and a personnal touch, and their fans are satisfied. This in turn equals lots of happy
“One woman complained about not being able to find enough of a particular letter in one of
Innocent’s magnet promotions, threatening to stop purchasing because of it. Innocent offered an
email address to help solve the issue, assuring her they did make the letters she was after. She
later replied, satisfied from her interaction.”
These are success stories every page wants to have on their Facebook accounts.
Developing an app + a game
accessible on smartphone and
Facebook (in the spirit of
Involving Facebook fans in
more than one seasonal
project (Big Knit Campaign)
Communications on social networks (a
banner directing people to Twitter,
Encourage users to give more feedbacks on the
product itself and ways of which it could be
improved (in terms of communication, design,
ingredients): what else consumers are expecting
Create a more attractive content
that involves the participation of
a wider range of consumers.
Offer contests, activities reaching
a larger target.