August: Major Players Month – Not So Innocent?

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.

Uniqa will skydive for MAG International in June 2012

MAG (Mines Advisory Group) saves and improves lives by reducing the devastating effects armed violence and remnants of conflict have on people around the world.

It is neutral and impartial humanitarian organisation, MAG works in current and former conflict zones to reduce the threat of death and injury from remnants of conflict. These include anti-personnel and anti-vehicle landmines, as well as rockets, missiles, mortars, grenades, ammunition, Small Arms and Light Weapons, and many more types of deadly items. MAG doesn’t just carry out landmine or bomb clearance – some of their projects aren’t even about landmines. They also educate people living, working and travelling through contaminated areas, to minimise the risks of them, their friends and families being killed or maimed.

If you wish to donate, please visit this page:, we have raised £190 so far, with a target of £1000.

Here is what your donation can do:

Educate a community

£15 could help MAG deliver education projects, teaching people about the dangers of landmines. Find out more

Clear 20m2 of land

£30 could help MAG clear 20m2 in a deadly minefield, transforming it into safe land. Find out more

Fund three deminers for a day

£45 could sponsor three fully trained and equipped deminers locating and destroying landmines for one day. Find out more

Mine Detection Dog

£66 could sponsor a Mine Detection Dog and handler for one day. Find out more

Sponsor a deminer

£75 could sponsor a fully trained and equipped deminer for a week. Find out more

Clear 80m2 of land

£120 could help MAG clear 80m2 in a deadly minefield, transforming it into safe land. Find out more

Firing set

£600 could pay for a firing set, which would perform multiple controlled explosions. Find out more

Please consider donating either to MAG directly, or through Uniqa’s fundraising project:

Rethink Mental Illness in ad drive – Brand Republic News

Rethink Mental Illness in ad drive – Brand Republic News. Brilliant ad campaign launched yesterday and created by Saatchi – If Only. Rethink Mental Illness is hoping to provoke debate and get people thinking.  The ultimate aim is to reach out to people who can benefit from support but do not know where to turn, or turned off by the stigma. Would be interesting to follow up and track the success of this advertising campaign – would the visuals alone do the trick?

Steve Jobs Was A Jerk. Good For Him. – Forbes

Steve Jobs Was A Jerk. Good For Him. – Forbes. A brilliant article. So many visionaries are accused of not suffering fools gladly. Well, as life shows, that works. Steve could not possibly achieve as much as he did if he worried too much about being liked. And the point about charitable contributions – last time I looked, this was a personal choice. Money is not everything, but if we consider how many people were touched by Steve’s infectious entrepreneurship and hunger for innovation, is that not enough? On this note, Uniqa Consulting is looking for a charity to support. We will provide free marketing communications and branding services for a deserving cause. Please send your proposals to