- Innocent's history
- Innocent's ethics
- Social media communication
and Jon Wright
from Cambridge University
Started in 1998
Approuved in a music festival
Started in 1998 and now owned by Coca-Cola
- Mainly sold in hypermarkets
- Leader in France and UK
Fight against the obesity and to promote a balanced diet.
Guarantee the consumption of fresh fruit without additive in ecological packaging.
Reduce his ecological impact on the society and the environment
Have a positive impact on the planet
Giving back 10% of their profit to NGOs
"always ready to chat" &
"nothing but fruit"
Social media communication
Presence on :
- Old media
- Social networks
- Interaction, shares, likes, discutions
Twitter (222k followers)
Simple text updates and increased use of video.
“try to respond to everyone that needs a response”
Funny and innovative content
Facebook (543k fans)
Illustrations, funny videos and photos, cute furry animals
Nothing that explicitly talks about their product
Secondary hub (behind their Twitter account)
Personalized communication for each country
"Innocent super smoothiesinnocent super smoothies - bursting with good stuff"
"It’s Easter. Chicks are hatching. Rabbits are hopping. Satsumas are turning into snails. Springtime in all its glory"
Instagram (57,7k subscribers)
Same things on Instagram that on Facebook but only pictures and videos
The amount of content and engagement is higher
the #innocentsmoothies hashtag has over 5 times
"Innocent we make our smoothies by finding the best fruit. Blending it up. And putting it in a bottle. It's not rocket science"
"Innocent Charlie shared this with us a while back, proving her grate taste in both dogs and smoothies"
Pinterest (6k followers)
Posts about people, events, contests (kids
Eating season guide of May, providing advices about season vegetables and fruits
Linkedin (32k followers) & Vine (8,5k followers)
Extremely simple and regularly post professional news(no cute furry animals here)
Their Vines are creative, different and are subliminal marketing message. Like on the other social networks
To fight against hunger in the world and optimize resourcesthrought their own fundation.
“Put your bonnet”
collect knitted hats by charitable souls putted above bottles of smoothies.
0.20 cents are donated to small brothers of the poor for every bottle sold.
Old and cross media communication
Eco-friendlier TV ads
(natural products, biodegradable bottles and encourages the recycling of gestures)
Cross media campaigns :
“Here to save the peckish” (the largest campaign Innocent made)
“Digital is the perfect place to show that the brand is alive” Adrien Deydier
They use this new way of communicating significantly compared to their competitors
They managed to create a real identity on internet
The digital communication of Innocent is an important part of the company’s global strategy
Please use Google Chrome to obtain the best export results.
Public - 5/3/16, 1:12 PM