Chapter innocent06

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Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book.

More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

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Chapter innocent06

  1. 1. READ OUT LOUD THE STORY BEHIND- INNOCENT- MAKE WAY FOR SMOOTHIES
  2. 2. BEFORE YOU START….please look into your camera and tellus slowly your name, city andcountry… Then you can start readingthis paragraph out loud… Have fun!
  3. 3. We make sure that we make the mostof all our „contact moments‟ with theconsumer. For instance, when theyare holding the bottle is one suchmoment. We use the playful design ofthe bottle to emphasize our Innocent
  4. 4. identity. With funny texts and extraingredients such as „0 x plastic duck‟we try to bring a smile to our clients‟faces. But also the conspicuous grass-covered Innocent cars contribute tothis.” Sympathy is what also brings the
  5. 5. company new growth possibilities. Forinstance, one day while on vacation inCosta Rica, Barney Mauleverer, one ofInnocent‟s sales managers, met Ynzovan Zanten and Henk Jan Beltman, twoDutchmen. They were so enthusiastic
  6. 6. about the product that they decided toset up Innocent Benelux. But it isn‟t allabout fun at Innocent, as is evidentfrom the company‟s social involvement.“10% of our profits go to the InnocentFoundation, a foundation that
  7. 7. primarily supports projects in thosecountries where we obtain our fruit.”Also within the company, people areencouraged to come up with sociallyresponsible ideas and to implementthem.
  8. 8. - END OF RECORDING-

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