Integration of corporate - and marketing communication of Innocent

Innocent is a company from the UK, which sells healthy and natural smoothies, juice and  veg pots.

“Being sustainable” is their main quest.

They take responsibility for the impact of their business on society and the environment. I think this concept of sustainability is followed very well through their whole marketing concept:

       - the smoothies consist of natural ingredients without additives
       - they use recyclable or renewable materials for their packaging

- the packaging design is very reduced, natural and pleasant

- their main objective concerning the production side is to reduce their carbon footprint

- they donate 10% of their profits to charity projects  

2008 they started a charity campaign, where people from Switzerland, Austria and Germany could knit little caps for the smoothies. 2011 more than 424 000 caps have been made. For each sold smoothie Innocent donated 30 Cent for a charity project. 

I really like this campaign, because it fits very well to the sustainable image of Innocent. I think a lot of women had fun to knit and to get involved with a charity project.  I´m sure, that the smoothies with the caps got a lot of attention at the POS and that Innocent could win a lot of new consumers and fans for their products through this clever and funny campaign.

Rebecca Engesser