innocent drink Essay

3638 Words Nov 17th, 2013 15 Pages
innocent smoothies: Europe’s favourite smoothie brand considers expanding into the Russian soft drinks market.
Richard, Jon and Adam, the three co- founders of innocent were sitting in the board room at innocent’s headquarters Fruit Towers discussing the international expansion they could achieve thanks to the injection of cash from and global experience of the Coca Cola Company . With the goal of becoming the biggest small drinks company in the world, they are currently operating in 15 European countries and they have set their sights on launching in a BRIC market. They have decided to commission a firm of consultants to consider the viability of Russia as a market in which to launch their smoothies.
The beginnings Richard
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(Appendix 4)
At the outset marketing had not had a real budget and was very simple. Dan Germain, a school friend of the founders who joined them in 1999 to deliver juice to retailers had commented that the labels on the bottles were boring. The founders decided to liven them up with off-beat messages. One of the first was written by Richard.
“We’re not saying that there’s anything wrong with having a gym workout, it’s just, you know, all a bit of an effort really, isn’t it? If I were you, I’d just have an innocent smoothie instead. They’re 100% pure fruit, they’re made with fresh rather than concentrated juice and they contain no additives whatsoever. As a result they taste good and do you good. And you don’t need to take a communal shower afterwards.”
Like many small businesses, many of innocent’s most successful promotional activities started as one-off, opportunistic events. These included putting woollen hats on the bottles in winter. Initially the hats were knitted by 40 grannies recruited by the company’s website in return for 20p per bottle donated to their favourites charities. This soon became a fully-fledged cause related marketing campaign called SuperGran run with the charity Age Concern, generating £80k for the latter in 2005 and £115k a year later. It was run simultaneously with Age Concern’s fight the freeze campaign which highlighted the plight of older people in winter. For each

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