ABOUT
ABOUT THE BRAND
Innocent is a British brand, which started in London at a music festival thank to boys selling smoothies there in 1999.
While sending the drinks, a sign above the stall reading "Should we give up our jobs to make these smoothies?" was asking people to encourage or not the project, as the legend says. By throwing their empties in bins marked "YES" and "NO" they could vote.
As you can guess, the "YES" bin was the fuller at the end of the day, and the adventure get started for the two boys...
The story goes on with nonsupport from banks, a decisive meeting with someone helpful, a brand name changing and changing again...
And as every success story, the business began to raise, they convinced supermarkets to sell their products, realised operations to taste the smoothies to people, from a very small office they could move to a great and huge place, hire lots of employees, invest in publicity, get known abroad and internationalise the company.
Now, Innocent has "Fruits Towers" (understand subsidiaries) in 15 countries around the world and a brand image known across the borders and very recognisable.
I think this is probably the reason why customers buy innocent smoothies, more for the name and the image they have of it, than for the quality of the product (because they are not the only brand to product healthy drinks).
ABOUT THE PROJECT
I realised this project in the framework of my english class.
I am a 21 year-old student living in Paris, studying medias and communication at the CELSA Paris-Sorbonne.
And you know what ? I have personally never bought any Innocent smoothie, although I have been knowing the brand for a while, have sympathy for it, like their communication and follow them on Facebook...
Funny right ?