Brand Focus | Innocent Drinks

Can you believe that Innocent Drinks have been around since 1999, starting off as a small business that sold smoothies at a music festival? Flash forward to today and they’re one of the most successful companies in the drinks industry. So, what’s their secret? In this blog post, we’ll take a deep dive into the world of Innocent Drinks and explore how they’ve become the apple of our (marketing) eye!

‘Berry’ good branding!

Innocent Drinks are undoubtedly a brand that stands out. From the company name to their smiling logo, everything about them resonates with their audience. Their branding is consistent across all of their marketing efforts, with quirky social media posts and fun billboards on the London Underground. The brand is playful and their tone of voice is safe, ensuring that their consumers always feel like they’re engaging with a friend.

Irresistible innovation!       

Innovation is a key factor in the success of Innocent Drinks. They’ve managed to stay relevant and appeal to their audiences by continuously innovating their product line. From the “squeezing of the fruits” to their kid-friendly smoothies, Innocent Drinks have always been known for their creativity. In addition, they’ve also managed to cater to their consumers' changing needs, such as offering vegetarian and vegan-friendly options.

Social media to savour!

With over 400k followers on social media, Innocent Drinks use their platforms to interact with their customers in a truly refreshing manner. They use quirky captions and witty responses, engaging their followers and making them feel like they’re a part of the Innocent community. Their social media presence is so strong that they’ve even managed to launch marketing campaigns like the Big Knit, where customers knit little hats for their smoothie bottles, increasing consumer engagement and generating buzz around the brand.

Sweet sustainability!

Innocent Drinks have also put sustainability at the forefront of their brand. They aim to use 100% recycled plastic by 2022 and have also aligned themselves with environmentally conscious charities such as The Woodland Trust. This focus on sustainability strikes a chord with their target audience and has an immense impact on their brand image. As such, they've managed to create a community around their brand, connecting with their consumers on an emotional level.

Overall, Innocent Drinks are an excellent example of a company that started small and stayed true to their values, which, in turn, has created an army of fruit lovers. As social media marketers and business owners, we can all learn from their example and look to emulate the principles behind their success. So, let’s cheers to that! 🍹