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.

1. READ OUT LOUD
THE STORY BEHIND
- INNOCENT-
MAKE WAY FOR SMOOTHIES

2. BEFORE YOU START….
please look into your camera and tell
us slowly your name, city and
country… Then you can start reading
this paragraph out loud… Have fun!

3. So why would three inexperienced
twenty-some-things succeed?”
Maurice Pinto, a 65-year-old investor,
however, fell under their spell and
invested 250,000 pounds. “That was
an incredible victory, but the next
challenge had already presented

4. itself: finding a manufacturer who
believed in our business plan and our
product.” In the end, a 70-year-old
manufacturer who initially did not
really believe in the concept, changed
his mind. “Later we heard that it had

5. been the twinkle in our eyes. It
reminded him of his early years as an
entrepreneur.” Production started in
April 1999. The news about Innocent
spread quickly and soon orders from
England – quickly followed by further

6. afield in Europe – started pouring in.
“As Innocent is an honest and
authentic brand we spend very little on
advertising. The story tells itself. We
have found that our brand fosters
sympathy among people.

7. - END OF RECORDING-