FRUITSTOCK’S INNOCENT BRANDING

Writing in the UK’s Guardian newspaper, brand consultant Diane Perlman waxes poetic about an annual concert event in London’s Regents Park thrown by smoothie-maker Innocent Drinks called Fruitstock.

She posits that “Innocent, the fruit smoothie brand, is definitely guilty. It is guilty of demonstrating an intimate understanding of one of the most important truths of marketing today: brands that engage customers in experiences that are authentic, that enrich their lives and that customers themselves can take ownership of, will win.”

Perlmam points to three key elements of Innocent’s experiential marketing strategy with Fruitstock. First, Innocent’s founders have created a memorable brand that stands for something, and a company that can deliver its brand truth with humility, individuality, corporate social responsibility and a sense of humour.

Second, Innocent has developed this ethos into a personality that manifested itself across Fruitstock – from the big sign above the stage that proclaimed, simply, “hello everybody,” to the flirting area, and the blendavenda station, where you could mix your own fresh fruit smoothie using only the ‘pedal power’ created by riding on a stationary bike.

Lastly, “Innocent has created a smoothie cult, turning its customers into fans by hosting memorable brand experiences that actually make people’s lives better….Innocent fans are definitely taking ownership of the experience and enjoying it.”

Fruitstock — now in its third year — will no doubt become the centrepiece to Innocent’s branding strategies. As Perlman writes, “during a time in which competition for brand loyalty is as fierce as ever and choice – in drinks brands and in how to spend a sunny weekend – abounds, Fruitstock simply and effectively invited its customers to get involved with the brand, sample its products, meet its friends, be in the world of Innocent and make it their own.”

It’s no surprise that experiential marketing coups like this — simple, straightforward, inclusive, authentic, captivating and memorable — will be at the heart of the new marketing revolution.