Like most of you, I had never heard of the brand Innocent Drinks before, but they are now making a big splash in the marketing world. Innocent Drinks that produces smoothies, juices, and vegetable pots. They mostly do business in the UK and they sell over 2 million smoothies per week. Innocent had become known for their well thought out marketing campaigns that show a more personal and softer side of selling.
Their band website is a breath of fresh air. When you type in their homepage you’re taken to a colorful and light brand page. Their website includes a blog page with personal blogs from some of Innocent’s team members. The blogs detail employee’s journeys around the world from fishing in Costa Rica to traveling to Spain. These blog posts allow consumers to get to know the employees and the culture of Innocent in a personal way. This creates more trust and loyalty to the brand, which a y marketer knows is key. Innocent’s website even has a personal compliment generator that creates a unique compliment for you. This cute and whimsical add on brings a lightness and uniqueness to Innocent’s website
Innocent has 84.4K followers on Instagram, which is a large number for any brand. Innocent’s Instagram page is not only noteworthy for the number of followers but for their content. Instead of posting brand related messages and photos they focus on lighthearted and cute photos of food and even pets. Their Instagram page looks more like someone’s personal account rather than a company’s page. So why is this effective? Innocent is using a method that has really worked for them. They have created a homie feel to their social media platforms. They are not only trying to sell you on the brand, but on the idea that Innocent is a family that plays and has experiences just like anyone else. The quirky and unique posts on their page has consumers and followers coming back for more. Not only does their Instagram page seem to be gaining traction but their Facebook page is also extremely popular. With over half a million followers, they definitely have a following on Facebook. They are known for their quirky messages and jokes on their page.
Innocents take on social media marketing is unique in the marketing landscape. They succeed in creating a fun buying experience that’s not too over promotional and if numbers show anything, it works.