Innocent, the European smoothie brand now partly owned by Coca-Cola, have created a tie-up with Peace Day which was 21st September. This is a great example of how a brand can drive a connection with the market through a social good.

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Published by

Justin Basini

Entrepreneur, author of Why Should Anyone Buy From YOU?, blogger (, business, brand and marketing thinker and do-er, husband and dad


  1. Interesting case study Justin. The choice of issue seems to work well with Innocent’s brand positioning. The barrier that cause marketeers will face increasingly is competition (and the knock-on effect of consumer apathy). It’s great that so many companies are getting involved, but I’ve lost count of the number of them jumping on the cause-marketing bandwagon.

    The simple fact is that it’s far easier to chuck some cash at a nebulous issue than it is to get your own house in order (luckily, this is not the case with Innocent).

    The trick is to be innovative and totally unique (both in terms of strategy and tactical implementation) to ensure that you’re noticed ‘on the shelf’. This involves having a robust understanding of the company and its audience, the material issues faced and the ways in which it can avoid dilution amongst competitors.

    Innocent’s badge and pledge wall is great, but I believe that a much deeper approach will be needed in the future to win favour.

  2. Jonty

    Thanks for taking the time to comment. I couldn’t agree more. The old paradigm of “rape and pillage” in the business and then a relatively paltry sum to the CSR team to distribute to good causes is increasingly falling foul of the transparency and access to information that the internet has given us.

    I hope that businesses will adopt “social imperatives” that are social objectives that they want to achieve through their main businesses whilst they are fulfilling their commercial imperatives. This could be a bank opening up banking to new segments like the financially excluded such as the homeless, effectively the Grameen Microfinance approach to banking – a social good whilst making money.

    What I like about Innocent is that they are doing more than just giving a donation but integrating the approach into their brand, product, marketing, internet site, and engaging their customers in something that they probably didn’t know about. And I think that is cool.

    Thanks again for commenting.


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