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?
Congratulations to Nikki Parker (@salsachicknik) who correctly named Margaret Mountford as the lady who made a comeback in last night’s episode of The Apprentice.
Nikki wins a glorious set of six Christmas crackers.
Rebecca Wheeler (@BeccaJW) is our winner today! She correctly identified that Rihanna is the umbrella-loving pop star who shared the stage with X Factor winner Matt Cardle at the weekend. As nobody answered yesterday’s question correctly, Rebecca wins two prizes – a luxury Christmas pudding and a stocking.
Congratulations Rebecca from all the team at Speed!
Sea, Christmas and Sun
Selfridges is getting ready to celebrate Christmas – and is encouraging us to do the same – by launching its Christmas season next Monday, its earliest ever opening.
To justify kicking off the festivities 145 days before the actual day, the store used the well-known pretext of ‘responding to consumer demand’.
Yes previous sales had shown that some customers, especially overseas tourists, started thinking about Christmas during August which obviously represents a great opportunity for the store to increase its profits but what about the Christmas spirit?
Isn’t Christmas so special and still so popular because it is fleeting?
By spreading Christmas over four months, it will not only dilute its meaning (even more than it already is) but will also make people tired of it before the annoying Christmas ads have even started.
Even more worrying, given the fierce competition amongst retailers, it is also an invitation for the others to raise the bar and start their Christmas season sooner next year.”
Christmas is coming earlier each year” says a spokesperson from Selfridges. Well, I don’t know for you, but my calendar hasn’t changed and Christmas is still on 25 December.
Instead, how about making some Christmas must-haves available throughout the year for the fanatics and launching the Christmas season at an acceptable time, i.e. when people aren’t thinking about barbecues and sun cream?
In the meantime, I will try to explain to my niece in vain, that yes Santa Claus will bring her a Barbie but she’ll need to be patient, very patient.