Smoothie Brand Innocent Prepares to Boost Direct-to-Customer Marketing

Juice brand Innocent is gearing up to revisit their "grass roots" marketing to recapture the 'entrepreneurial' spirit which has made them so popular since their launch in 1998.

The company is looking to strengthen its focus on direct-to-customer marketing through social media and experiential to maintain a close relationship with their customers while growing the business.

Innocent retains operational control, however the fact that Coca-Cola bought a majority stake in the company means they have additional marketing spend. Sales of the Innocent smoothie brand reached £115m in 2011, up 7.7% year on year.

Douglas Lamont, Innocent's Marketing Director, explained their upcoming promotional plans: "I want people to think about Innocent in the same way consumers did when they discovered us in 1999. Our challenge as we become more of a mainstream household brand is how we continue to be unique and engage more people in conversation with us."

He added: "We're in a strong place but as we gain size and gain people we need to think of new ways to engage them. There's no one campaign that will do this, it's about layers of different types of activity."

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