Welcome to August – where did the time go? First, let’s define what do we call Major Players. Well, as opposed to the New Kids on the Block – established brands, not necessarily household names, but brands that has been in existence for a while. Since we are dedicating the whole months to Major Players, there will be plenty of time to discuss challenges and opportunities for this category of clients. Today, let’s look at the brand that catapulted itself into a household name, and hasn’t lost the original values of their owners.
They seem to do everything right – their brand message is very clear throughout their products and communications. Look how they describe the beginning of Innocent:
“hello, we’re innocent
…and we’re here to make it easy for people to do themselves some good (whilst making it taste nice too).
We started innocent in 1999 after selling our smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying ‘Yes’ and a bin saying ‘No” in front of the stall. Then we got people to vote with their empties. At the end of the weekend, the ‘Yes’ bin was full, so we resigned from our jobs the next day and got cracking.
Since then we’ve started making veg pots, juices and kids’ drinks, in our quest to make natural, delicious, healthy foods that help people live well and die old.”
How beautiful is that? And genuine. And sincere. As it has been pointed out endlessly on this blog, the world has moved on, fake and insincere connection to a customer is spotted immediately and spread across social media channels. Innocent maintains its presence on several social media channels, and their Facebook page is legendary. Yes, they do mention their product every now and then, but they also post very funny content – they have so many likes, because the content is lighthearted and interesting, – you wouldn’t mind having them pop on your timeline. Here are a few of my favourites:
Today is Stick Your Tongue Out Day (really). You know what to do.
Don’t see what the fuss is about
I have to stop before I copy the entire content of their Facebook page. You can find them here and decide which one is your favourite.
As far as their marketing goes, who can ever forget the Big Knit Campaign, which is, by the way is back this year:
Again, completely genuine, light-hearted, helping a good cause (in 9 years they raised over a million for Age UK). Actually…. I need to go and find my knitting needles. See you there.