TD07
CONTENT PAGE
CONTENTS……………………………………………………………......……....
Part 1 : The Relationship between Marketing and Design
Part 2 : Refrences
1.1 Product…………………………………………………...………….……...1 -4 1.2 Packaging………………………………………….…………...................5-9 1.3 Promotion………………………………….……………………….............10-14 1.4 People………………………………………………………….................15-18
2.1 APA…………………………………….…………………………………...19-21
PRODUCT
PRODUCT
Colours Home-made, natural looking and a bit posh. In the beginning of the brand, they wanted to take the awesome smoothies they had created themselves and make it look consistent and make it more desirable to consumers. Innocent successfully refined their brand with subtle designs and packaging as well. They decided to make the smiley face ‘dude’ the center of attraction with a proper halo and the Innocent’s name was given a less outstanding placement in the back.
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PRODUCT
Bottle caps switched back from gold to white, to reinforce the idea of purity and naturalness, while the flavour descriptor was given colour to bring it to life. The typography used became less generic to raise impact and keep priorities of communication clear. Innocent’s drinks have a colour scheme of terracotta like orange, yellow, red, brown and purple. Even though they use colours for their packaging, they also added on an even more ‘colourful’ in a way with their actions, their tone of voice and their inventions like; the banana phone.
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PRODUCT
Tone Innocent’s tone of voice is made up of: a simple language, short sentences and silly but honest words. Innocent’s language is warm. When you pick up an Innocent smoothie, you feel as if the people behind the brand are talking to you. For example, the most important part of the packaging is hidden away at the back of the bottle or carton. This space is used as a way of encouraging dialogue with consumers. 90 to 100 words are on the back of the product, which have always been their own advertising space and a way of talking to the people who buy their smoothies. Innocent has a team of people who get 500-600 emails a week, talking to people who drink their drinks, getting to know them. The words on the back of the drinks are supported by the 'banana phone', which is manned by staff there to listen to people who suggest beneficial ideas for the company or maybe even just talk about their holidays. Innocent also use words that describe the impact their work. For example, they use words like ‘pure’, which is true as they only use pure 100% fruit in their smoothies. They are witty and distinctive. If you turn one of the juice cartons, at the bottom you'll find quirky messages like, "Stop looking at my bottom". For fresh inspiration, Innocent asks their consumers to suggest new witty messages for the bottom of their cartons of bottles. They also use fun games that can affect the colour of your tongue or a jokey diagram such as the pros and cons of having a tree growing inside your body.
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PRODUCT
After the usual boring warnings such as “Keep refrigerated” and “Drink within x days of opening”, their cartons displayed a message saying “Separation may occur, but mummy still loves daddy”. Innocent ran a series of jokes and funny messages on their drinks bottles, including one that said “Trapped in a bottle factory, please send help!” Innocent has managed to stand out in a saturated drinks market by being friendly and engaging, sometimes even cheeky but always distinctive. Creating this image around the brand helps to build a fanbase. By impacting on customers' day in a positive way people will not only like your product, but support the values of your brand. This in turn, sells more products and brings success to the company.
Illustration All these illustrations play an important part in the company’s branding and image. Innocent has it’s own set of illustrations and these attract consumers to buy them. Since most of the consumers are mothers or housewives that spend most of their time in the supermarket, they would normally get these illustrated bottles or cartons for their children as a form of entertainment. The back of the bottles or cartons have games, witty messages and diagrams for which help keep the child occupied for a few minutes and that in turn, makes busy mothers happy and raises sales for the company. Innocent also has an illustrated kids game on the Innocent Drinks Kids website where kids can play and know more about fruit and the company.
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PACKAGING
PACKAGING SHAPE The carafe shape has a “U-Shaped� bottle neck for easy grabbing, and it maximizes ease of pouring. Its bottle shape is meant to fit snuggly into the door of most family fridges and to attract consumers while on the shelves.
SIZE Bottle
Carton
Increased from one bottle size to two.
Changed from a 1 Litre carton, into 2 different carton sizes. More choices, less waste, and they both fit in fridge doors.
160ml Bottle It is made in 'meal deal' size. It is slightly smaller than the normal 250ml bottle but just as tasty, and fits happily in handbags and back pockets. Consumers that like drinking Innocent smoothies but cannot finish the 250ml bottle, would buy this. 250ml Bottle This is the regular size and it contains 2 of your 5 a day in every bottle.
750ml Carton Consumers who find it hard to finish 1 litre, would buy this, as it is adjusted to a one person size. 1.25L Carton Suited for consumers that have a bigger family or have a big appetite.
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PACKAGING
Packaging Strategy Innocent wants their packaging to have the lowest possible impact on the world around us. They believe that one of the best ways to do this is to measure and then reduce the carbon impact of each of their packs. Consumers would buy Innocent drinks because they know that by doing so, they will not harm the environment as much as other drink packages. In addition, Innocent being environmentally friendly allows consumers to believe in Innocent’s cause and have an emotional connection towards them, resulting in an increase in sales.
3 Rs – Reduce, Reuse, Recycle Reduce • Use less: as little material as possible per pack • Don’t use up new stuff: as much recycled or renewable material as possible • Close the loop: materials and pack formats that are easy to recycle • Lower its impact: deliberately avoiding high carbon materials
Reuse
Recycle All of Innocent’s packaging can be recycled, apart from the little plastic tube that the kids fruit tubes come in. Consumers would not mind buying more of Innocent drinks as they know that the packaging can be recycled.They also have recycled cards in the kids’ multi-packs and recycled veg pot sleeves.
“We want to leave things a little bit better than we find them” -Innocent Drinks
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PACKAGING
Project 1 Recycled Plastic Bottles Innocent’s 250ml smoothie bottle is fully recyclable and also contains recycled plastic. Aim: To use as much recycled plastic in their bottles as they can.
Schedule 2003 Innocent first introduced 25% post-consumer recycled content to their bottles, and have been exploring the use of food grade recycled plastic.
2007 Innocent implemented 100% recycled plastic for their bottles, but reduced the amount down to 35% in 2011 as the quality of the recycled plastic they were using had declined to an unacceptable level.
2014/Present Innocent smoothie and juice bottles are made of 50% recycled plastic that are of acceptable level, and are fully recyclable.
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PACKAGING
Project 2 Skinny Juice Carafes Innocent’s 900ml juice carafes are made of 25% recycled plastic. Aim: To reduce the weight of their juice carafes to save carbon. Schedule: 2013 Innocent managed to reduce the weight of their juice carafes, and the iconic carafe cap, by 10%, creating a more slimline juice packaging. This saves over 1000 tonnes of carbon per year.
Project 3 Cartons Innocent’s cartons are made from 100% Forest Stewardship Council-certified material. Aim: For all their cartons to be FSC® (Forest Stewardship Council®) certified Schedule: Completed This FSC certification means that all the wood fibre used has been sourced from sustainably managed forests and other responsible sources. Choosing FSC labelled wood, paper products and packaging is a simple way to help protect the world’s forests.
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PACKAGING
TRANSPORTING Innocent had been transporting their smoothies to shops in 100% recycled cardboard boxes. But they found out in 2009 that it is better from a sustainability perspective to use a small recycled card tray with shrink wrap plastic around it. The new way has 40% less carbon emissions overall, which saves a total of 270 tonnes per year. The plastic film is recycled by the shops, and the 100% recycled card goes in the normal paper recycling. How the two different formats stack up against Innocent’s four sustainable packaging criteria below (this is the kind of assessment Innocent does on all new packaging):
Innocent is still trying to improve their packaging method for transporting, as they said that when recycled PE film becomes available, they will definitely try and use it, though not so soon.
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PROMOTION
PROMOTION The Big Knit (2008)
Collaborated with Age UK every year to help the elderlies that suffer through the cold winter. Consumers are able to participate by knitting a hat for the smoothie bottles, every smoothie bought for the big knit event will transfer 25 pence to Age UK that would be able to spend it on hot water bottles, blankets, hot meals and more for the needy elderlies. Another donation method would be through text messaging, example would be “text ‘knit’ to 70004 to donate 3 pounds”. The knitting event brings people together; one example would be in Age UK they have their own knitting groups. The little knitted hat on the smoothie bottle would attract attention as compared to other products; thus, more people will have the tendency to buy products that is visually appealing. Resulting in an increase of sales. The primary target groups for innocent are people, which are health conscious. Despite that, the big knit attracts young children more due to the colourful and eye-catching visuals. Particularly, for the big knit, the primary target audience would be children, in order to persuade their parents, being the secondary target audience to buy those smoothies with knitted hats for them. After purchasing, the small knitted hats would be with the children and they would bring it around to play with, visibility of the brand to the large market would increase, as more people would see it outside. Awareness has increased as some may recall the brand and new consumers could be attracted to the event/product.
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PROMOTION
RABBIT ADVERTISEMENT (2010) First advert that goes on the television. Available in the form of posters, press and online. Aims to help out consumers who plans on detox and being healthy following Christmas excesses. Message conveyed aims to explain how one bottle of innocent smoothie can help consumers to consume their 5-a-day portion of fruits and vegetables. The campaign features a talking rabbit trying to make healthy New Year resolutions - asking a series of questions about smoothies, health and life in general.
In order to stand out from other common health campaign which only talks about their 5-a-day, this rabbit was used to represent the people who want to be healthier but is faced with life, as it always get in their way. Also, rabbits are vegetarians and they are considered living a healthy lifestyle. The questions asked, aims to inform about health benefits, more information on their smoothies and questions asked are formatted in a charming way.
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PROMOTION
SUPERHERO ADVERTISEMENT (2011) An advertisement to promote their smoothie by using the ‘superhero’ theme. The superhero was featured by their Innocent Smoothie that was dressed in a red cape.The ‘superhero’ was said to save the peckish consumers from snacking unhealthily whenever they are feeling hungry in between meals. They designed it in such a way to show how their smoothie is a better way to consume healthily.
once popular for its Flash Gordon film. Some fans might recognize it and would consider buying the smoothie since it uses a similar concept of a past famous superhero film. Homemade props with strings were used to fly the ‘superhero’ around. Fans were invited to enter a competition, Innocent Mini Movies Competition, on Youtube, making a sequel to the Superhero campaign
Coincidentally, it was the time of the year where most consumers are trying to go on a diet and slim down before Christmas so they decided to launch this campaign. These ‘superhero’ smoothie bottles were limited for a period of time and every bottle had a red cape on it that was sold in the stores. The red cape are reusable and consumers can use the cape on other bottles or on any Action Man figure. In their video campaign, they input a silly, catchy and dramatic song for a more superhero feel – Flash Gordon by Queen. Flash Gordon was a fictional hero of a science fiction adventure comic strip in 1970s and the soundtrack to the film published in 1980s went famous in that period. Innocent Drinks used a famous superhero theme song in their advertisement to gain more attention from their audience. Furthermore, the song was
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PROMOTION
Buy one get one tree (2007) The Innocents teamed up with Starbuck first in July 2007. Which the get over 16,000 trees being registered and planted. First time when they promoting this they only put a little neck tag on the bottles for how to register for the tree. This enable user to take more notices of the promotion which actually help in the marketing in a way that people who want to do contribution to the India or Africa could do a part. Then they partner with Carbon Clean in October 2007. This time they actually almost hit 100,00 trees. However this time they change some part of the 1 litre smoothies carton, like the top of the cartons where they would have different colour for different flavours. They change it to green which represent trees colours. This make the consumer to feel curious about it and will want to get to know more about the movement they are doing for it. Thus, making people want to buy it as they are killing 2 birds with 1 stone. Addition to that they allow the consumer to write message, send the virtual tree they have register online and send it to their friends. Thus, helping to spread the movement and in marketing.
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PROMOTION
Buy one get one bee (2010) Teamed up with National Trust and the Federation of Irish Beekeepers. The Promotion is to help save bee colonies through the marketing. Created new packaging for this new smoothie in carton and bottles come with a pack of free bee friendly seeds. The carton for it they design it to make it like the beehive pattern and they changed their logo to the beehive to promote and to attract attention from the consumer. Furthermore, giving away free bee friendly seeds for the consumer to plant flowers in a way to remind them about the movement. The movement is from mid April to July. The smoothie packaging is limited edition during that time period. Thus, making consumer to want to buy and keep it as it’s a limited edition items.
Seasonal drink Different season they have special season smoothies. They also got guest smoothie.
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PEOPLE
PEOPLE Management Staff
Staff’s Impression
Personality Open-minded Problem solvers Enthusiastic Cheeky Sincere Frank
Braunte Aurell Company has given her courage to trust her decisions Impression: • have freedom and trust in her decisions • think its a fantastic place to work L&D Specialist, People at Innocent Drinks “The people I work are all great people. We share similiar values and I would class many of them as real friends. The people are bright, so it keeps you on your toes and keeps things interesting.
Our approach After thoughts • Truly sincere • Active to approach questions that might be difficult to answer.
I also feel like you have a voice at any level and there is a genuine respect for one another.” “Opportunities to get involved with the foundation are priceless.I think I could get paid more elsewhere but not sure I could find somewhere with the same culture as innocent.” Customer Accountant, Sales Ledger at Innocent “Free smoothies are just the start. We are always being treated withgifts, events, social occasions and even a weekend holiday trip in June for the entire workforce. The music selection of some people in the office gym.”
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PEOPLE
Public’s Impression Review on Traycreative.com Innocent’s brand voice shows a level of frankness Such example is : “Our very first bottles looked…a little bit ugly if we’re being honest.” “If you don’t think our orange juice tastes as fresh as can be, we’ll come round to your house and squeeze some for you. Just send us your front door key.” Impression: This welcoming personality, combined with a simple, clean visual aesthetic, makes for a memorable brand experience. Overall impression of innocent Great people Have their opinions heard (no matter their level of status) Get many freebies Many social/work opportunities Give out scholarships every month to colleagues Weekend holiday trips Not enough pay
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PEOPLE
Service Staff Problems encountered Number 1 Situation: Received a complaint from a female customer on facebook, about not being able to buy the alphabet she wanted. (IF not solved): Will go to the extent of not buying the product Solving: They referred her to an email address to answer her concerns Outcome: Satisfied, with interaction Number 2 “I was emailed ages ago saying I would receive products in August for a new item that would be in shops for September but still haven't received anything” - Lynsey M On the same site was another user comment in response to No.2 “Same here, I've emailed them back to ask what's going on but no-one has replied. Very strange.” - Coraline W Situation: Told a user that they will receive products Solving: Outcome: Possible outcome: Reputation of Innocent to be doubted and eventually go down if not solved.
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PEOPLE
Campaigns A Grown-up Meeting Each year Innocent holds an AGM (A Grownup Meeting) for its fellow fans, the brand’s most enthusiastic customers would visit Innocent HQ, or rather the “Fruit Towers”, to enquire and learn more about the business. They organised the “Hungry Tour” as requested by the public to promote healthy eating encouraging people to eat five portions of fruit and vegetables per day. The recipes are taken from Innocent’s featured cookbook “ Hungry?” which was released in May.
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Shown in the video at (things they do during the campaign) http://www.innocentdrinks.co.uk/bored/videos/item/ innocent-hgv-tour-hungry-grassy-van • Give out freebies to people • Dancing/singing in front of their van • People along the street engage with innocent by Hi-5ing them
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APA reference [1] Ward, G. (2013, October 4). Best practice: Innocent Drinks. Voxburner. Retrieved August 3, 2014, from http://www.voxburner.com/publications/217-best-practice-innocent-drinks [2] innocent for kids - smoothies reviews. (n.d.). . Retrieved August 3, 2014, from http://www.netmums.com/coffeehouse/netmums-mums-panel-251/mums-panel-topics-archive-206/941064innocent-kids-smoothies-reviews-all.html [3] TRAY Creative: Seattle marketing, branding, web design | A brand that gets it right: Innocent Drinks. (2013, January 17). TRAY Creative Seattle marketing branding web design. Retrieved August 3, 2014, from http://www.traycreative.com/2013/01/17/a-brand-that-gets-it-right-innocent-drinks/ [4] innocent - little tasty drinks. (n.d.). innocent - little tasty drinks. Retrieved August 3, 2014, from http://www.innocentdrinks.co.uk/us/careers [5] Innocent Drinks Graduate Reviews. (n.d.). TheJobCrowd. Retrieved August 3, 2014, from http://www.thejobcrowd.com/employer/innocent-drinks/reviews [6] innocent - little tasty drinks. (n.d.). innocent - little tasty drinks. Retrieved August 3, 2014, from http://www.innocentdrinks.co.uk/bored/videos/item/innocent-hgv-tour-hungry-grassy-van [7] Get your 5 a day with the Innocent takeaway van.... (n.d.). Kommando News. Retrieved August 3, 2014, from http://galleries.kommando.co.uk/Innocent-Hungry-Grassy-Van [8] Innocent smoothies get rabbit mascot from agency behind Cadbury's gorilla | Media | theguardian.com. (2009, December 31). Retrieved from http://www.theguardian.com/media/2009/dec/31/innocent-smoothies-rabbit-mascot [9] Innocent Drinks ‘Rabbit’ advert - Advertising Showcase | UTalkMarketing. (n.d.). Retrieved from http://www.utalkmarketing.com/pages/CreativeShowcase.aspx?ArticleID=16460&Filter=0&Keywords=&Order=LATEST&Page=1&Title=Innocent%20Drinks%20%E2%80%98Rabbit%E2%80%99%20advert [10] Innocent smoothies goes up for pitch again | Advertising news | Campaign. (2010, August 12). Retrieved from http://www.campaignlive.co.uk/news/1021852/ [11] January 2010 - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (2010, January 3). Retrieved from http://www.innocentdrinks.co.uk/blog/2010/january/3 [12] Innocent Superhero Here To Save The Peckish - The Inspiration Room. (2011, February 27). Retrieved August 4, 2014, from http://theinspirationroom.com/daily/2011/innocent-superhero-here-to-save-the-peckish/
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[13] Innocent readies “biggest ever” marketing campaign | News | Marketing Week. (2011, January 3). Retrieved August 4, 2014, from http://www.marketingweek.co.uk/innocent-readies-biggest-ever-marketing-campaign/3021885.article [14] Food & Drink Innovation Network : UK food and drink conferences, seminars, and news. » INNOCENT RELEASES NEW ADVERTISING CAMPAIGN. (2011, January 7). Retrieved August 4, 2014, from http://www.fdin.org.uk/2011/01/innocent-releases-new-advertising-campaign/ [15] The innocent big knit. (n.d.). Retrieved from http://thebigknit.co.uk/ [16] (2011, February 15). Innocent Drinks. Retrieved August 4, 2014, from http://lovelypackage. com/innocent-drinks/ [17] (2014). strawberries & bananas. Retrieved August 4, 2014, from http:// www.innocentdrinks.co.uk/things-we-make/our-smoothies/smoothies/strawberries-bananas [18] Baksa, G. (2013, May 13). Pulling off a packaging redesign: learning from Innocent and Tropicana. Retrieved August 4, 2014, from http://www.packaging-gateway.com/features/featurepackaging-redesign-innocent-tropicana-branding/ [19] (n.d.). our approach to being sustainable. Retrieved August 4, 2014, from http://assets.innocentdrinks.co.uk/innocentsustainability.pdf [20] (2011). Innocent Drinks. [ONLINE] Available at: http://lovelypackage.com/ innocent-drinks/. [Last Accessed 21/07/14]. [21] (2013). Pulling off a packaging redesign: learning from Innocent and Tropicana. [ONLINE] Available at: http://www.packaging-gateway.com/ features/featurepackaging-redesign-innocent-tropicana-branding/. [Last Accessed 21/07/14]. [22] (2007). Case study: Innocent drinks. [ONLINE] Available at: http:// www.creativebloq.com/branding/case-study-innocent-drinks-1079599. [Last Accessed 21/07/14]. [23] Laura Hussey (2013). The influence of colour in brand identity. [ONLINE] Available at: http://www.davidairey.com/colour-in-brand-identity/. [Last Accessed 21/07/14]. [24] Jimmy (2010). A conversation with one of the founders of Innocent Drinks about Abubilla Music. [ONLINE] Available at: http://www.abubillamusic.com/ 2010/a-conversation-with-one-of-the-founders-of-innocent-drinks-about-abubilla-music/. [Last Accessed 21/07/14] [25] Mike (2012). Innocent Drinks the most social brand. [ONLINE] Available at: http://www. smarta.com/blog/2012/6/innocent-drinks-the-most-social-brand/. [Last Accessed 21/07/14]. [26] (Unknown year) KID’S PACKAGING. [ONLINE] Available at: http://aeroplanesandcelery. wordpress.com/tag/innocent-drinks/. [Last Accessed 21/07/14].
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[27] Trina Wallace (2012). Five tone of voice lessons from Innocent. [ONLINE] Available at: http://www.charitycomms.org.uk/articles/five-tone-of-voice-lessons-from-innocent. [Last Accessed 21/07/14]. [28] Will & Guys (unknown). Stop Looking at My Bottom!. [ONLINE] Available at: http://www. guy-sports.com/jokes/picture_jokes.htm. [Last Accessed 21/07/14]. [29] unknown (unknown). Wackaging: do we want our food to talk back?. [ONLINE] Avail able at: http://www.theguardian.com/lifeandstyle/wordofmouth/2014/mar/25/wackaging-trend-food-packaging-innocent-language. [Last Accessed 21/07/14]. [30] Anna Clare (2014). Tweets of the week. [ONLINE] Available at: http://www.innocentdrinks. co.uk/blog/tweets. [Last Accessed 02/08/2014]. [31] Crispin Jones (2012). Create Brand Advocates Through Creative Packaging. [ONLINE] Available at: http://soho.ca/index.php/branding-consumer-packaging/. [Last Accessed 02/08/2014]. [32] Buy one get one bee - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (2010, April 13). Retrieved August 4, 2014, from http://www.innocentdrinks. co.uk/blog/2010/april/buy-one-get-one-bee [33] Buy One Get One Bee - PSFK. (2010, April 15). Retrieved August 4, 2014, from http://www. psfk.com/2010/04/buy-one-get-one-bee.html#!buCnrn [34] Buy one, get one tree - innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. (2007, July 19). Retrieved August 4, 2014, from http://www.innocentdrinks. co.uk/blog/2007/july/buy-one-get-one-tree [35] Energy: Buy One Get One Tree. (2007, November 11). Retrieved August 4, 2014, from http://www.energy.gs/2007/11/buy-one-get-one-tree.html [36] Innocent and National Trust unveil plan bee | News | Marketing Week. (2010, March 4). Retrieved August 4, 2014, from http://www.marketingweek.co.uk/innocent-and-national-trustunveil-plan-bee/3010676.article [37] innocent drinks - a blog about our smoothies and some other stuff. (2007, October 12). Retrieved August 4, 2014, from http://innocentdrinks.typepad.com/innocent_drinks/2007/10/ buy-one-get-one.html [38] innocent drinks - a blog about our smoothies and some other stuff. (2010, April 13). Retrieved August 4, 2014, from http://innocentdrinks.typepad.com/innocent_drinks/2010/04/buyone-get-one-bee.html [39] Unknown (2012). Innocent smoothies blender game. [ONLINE] Available at: http://www.thefoodies.org/resource/71/254/Innocent-Smoothies-BlenderGame.html. [Last Accessed 02/08/2014].
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