Innocent inspires

Innocent: Smoothie operator
Innocent: Smoothie operator

Successful marketing involves driving sustainable, profitable growth by creating new or better value for consumers. Innocent’s greatest marketing success has been in pioneering the smoothie category’s development and winning widespread consumer trust, passion and loyalty for the brand.

Brand advertising and promotion have certainly played their part, but marketers everywhere should also remember the more fundamental strategic building blocks that Innocent has put in place without these it is unlikely that its communications would have such an impressive impact.

Andy Bird
Co-founder/managing director, Brand Learning

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