17/02/2011

1.

Brand definition and identity [France]

Little story of the brand:

The story began just 10 years ago. In the summer of 1998, Cambridge graduates, Adam Balon, Richard Reed and Jon Wright when they bought 500 worth of fruit, turned it into smoothies and sold them from a stall at a little music festival in London.

They put up a big sign saying 'Do you think we should give up our jobs to make these smoothies?' and put out a bin saying 'YES' and a bin saying 'NO' and asked people to put the empty bottle in the right bin. At the end of the weekend the 'YES' bin was full. They went in the next day and resigned.

Innocent in figures:

Operates in the fresh juices & healthy food market

Innocent sales two million a week smoothies

Innocent represents 250 people around the world

Innocent is distributed in 10 countries: Ireland, UK, France, Finland, Germany, Switzerland, Austria, Netherlands, Denmark, Sweden, and Norway and has over 10 000 retailers

Innocent has 7 products line: Smoothies, Smoothies for kids, Fruit tubes, Special fruit smoothie, Thickies, juice, vegpots and 36 products on sale Innocent won more than 40 Awards (UK only)
11 For the products: Great Taste Awards: 1999, 2000, 2001, 2003, Quality Food & Drink Awards (the foodie Oscars: 2002, 2003, 2004, 2005, 2006, The Grocer's Branded Excellence Awards: 2008 The Grocer Gold Awards: 2009 29 For the Business 2009 Barclays Green Leaders in Business Award: For our sustainability strategy & initiatives 2008 Business Commitment to the Environment: Peter Parker Award: 100% Recycled Bottle 2007 European Business Award: Growth Strategy 2007 Business in the Community Big Tick Award: Cause Related Marketing: Supergran 2006 National Business Awards: Growth Strategy & Business Innovation (Kids) 2006 Marketing Week Effectiveness Award: New Product of the Year (Kids) 2006 IGD Awards: The Ian McLaurin Award for Suppy Chain Excellence 2006 Business XL awards: Company of the Year & Brand Campaign of the Year 2003 Orange Small is Beautiful Awards: Business of the year & Best marketing campaign & Best use of innovation and technology 2003 National Business Awards: Best marketing campaign 2003 Marketing Society Awards: Best marketing campaign for a small to medium sized business 2003 Marketing Effectiveness Awards: Best marketing campaign, FMCG 2003 Growing Business Awards: Best customer service 2003 Ernst & Young Entrepreneur of the Year Awards: Young Entrepreneur of the Year, London Region 2003 Business Link for London Awards: Best marketing campaign 2002 National Business Awards: Small to medium sized business of the year 2002 National Business Awards: Investors in People for SMEs 2002 Growing Business Awards: Most Promising Young Company &Most Innovative Company 2001 & 2002 D&AD Awards 2000 Shell Livewire Awards

Source: Data accesed the 17/02/2011 on Innocent website, http://www.innocentdrinks.co.uk/press/awards/index.cfm?id=2

a. Vision, Value, field of competence, image

Emphasize on the corporate culture (part hidden of the iceberg)

Vision of the brand: Good products & value the customer

Good products:

Value the Customer:

The fact that the founders have been friends for years is the thing that most drives the personality of the company and its marketing. From the beginning weve tried to talk to people in a simple and straightforward way; theyre simply friends who we havent met yet. The benefit of friends is that they help you out when you need it, which is what our drinkers do they advise us, write to us, cajole us and encourage us to make better drinks and do better stuff every day.

Values:

Green Innocent: Innocent uses green electricity at its headquarters, Fruit Towers

Social orientated: Innocent sources fruit from suppliers that look after their workers and the environment

Sustainable Innocent: All of Innocents bananas come from Rainforest Alliance accredited farms

Innocents foundation Innocent donates 10 percent of all its profits each year to the innocent foundation, which funds NGOs in the countries from which it sources its fruit

Creative culture Innocent Drinks fun, straightforward, noncorporate and honest brand is not just skin deep

Issues that affect the Innocent marketplace:

Kids nutrition => part of the website dedicated to the kids education

5 a day recommendation => reco on each Innocents product

Campaign to remove VAT on healthy fruit drinks

Fairtrade versus Rainforest Alliance => All the bananas come from this Alliance

Environmental sustainability => Save of energy in the headquarters, using reusable and recycled packaging Field of competences:

Core: Fresh and wealthy products Value created: Nutrition recommendations (website & phone) Communicating with customer Raising brand awareness, create the buzz Entertaining the customers

More than 40 awards won for both the quality and the innovative products as for the corporate responsibility and business model

Image:

How Innocent is perceived by the customer. Video of an interview? Ask people to describe innocent: if it was a flower? An animal? A color?...

Mood board??? Collage?? Video,

b. Brand identity prism (find another way to display it)

Kapferer Prism (put the adjectives & descriptions into empty bottles of smoothies or Innocents products => ppt)