Monday, 6 August 2007

being innocent

When you spend a Saturday at a festival set up by a consumer drinks brand, along with thousands of (paying) others; you know that brand is doing something right. The Innocent Village Fete (formerly known as ‘Fruitstock’) is an annual day out at London’s Regents Park.

Innocent have succeeded and creating and marketing an experience that consumers want to buy into – the event is the total sum of all their brand values. The event is a real mish-mash of elements – not unlike the mish-mash of ingredients that goes into their smoothies. A few music stages, loads of food stalls, a fairground for the kids, a reading area sponsored by Penguin, even a dog show.

Innocent have pulled off a great success story – a city-centre mini festival where the brand experience is what it’s all about. How a smoothie company from Shepherds Bush decided to stage an event like this – and to deliver it – is testament to their pioneering spirit and their market positioning of just ‘being different’.

And you don’t even have to like smoothies to enjoy it.

No comments: