I’ve always been a massive fan of Innocent – not only does its smoothies taste like pure heaven and help me give the finger effortlessly to the 5 A Day Nazis, but also its so bloody clever about its brand.
Like many, I had my doubts after the firm sold part of its soul (stake) to what critics might call the devil but it hasn’t lost its, well, innocence yet. Even the 2011 AGM meeting sounds like the most fun day ever.
And Innocent is being clever again, this time for Valentine’s Day by launching a new promotion via a dedicated website that allows consumers to create their own ‘Love Label’, print it out and stick it onto a smoothie bottle to give to their special someone. The campaign is being supported by Facebook, Twitter and other online activity.
After choosing your favourite smoothie, you can complete the label by either writing your own message if you feel particularly inspired, or picking one of the not-so innocent messages. The barcode and logo also come in different shapes.
Valentine’s Day is usually the time of the year when most of the brands only seem to be able to come up with PR clichés, ideas that have been done to death or campaigns that offer no link between the season and their product, so it’s refreshing to see a new, original initiative that is both engaging and fits so perfectly with the brand.
Have a try – don’t you love these guys even more now?