IF I TRADE YOU SOME CHARITY, WOULD YOU GIVE ME SOME IMAGE...?
The brand describes itself as "We make healthy drinks and give 10% of our profits to charity".
Indeed, as we red the story of the brand, we know that charity has always been a priority for the brand and has always been formed integrally of its economy model. So much that the brand almost bankrupt at its beginning.
The brand supports several charitable associations and environment projects around the world. All those projects are reunited in the Innocent foundation created in 2004.
The biggest operation of the brand takes place every year before Christmas time. The aim of the Big Knit is kitting little hats to put on top of the bottles to raise money for charity (Age UK).
As always with the brand, it is also an occasion to create a community with people, consumers or not because it is good deed.
People of every age can participate. Therefore lots of people contribute in realising hats in family, with friends and share pictures of them and their hats on social networks. Lots of old people do participate too !
An entire website is even dedicated to the operation.
They communicate a lot about their charity projects on social networks. They convey their actions and campaigns on networks to reach people. I think it is the best place to do so. And this is were they communicate the most about it.
In France, the Big Knit does exist too, but for a French association : Les petits frères des pauvres.
Of course, all these marvellous aspects of the brand, contribute to its perfect image...