I love innocent drinks. I love the drinks themselves and everything the brand stands for. Few companies deliver such a consistent and compelling brand experience. They manage to do what most FMCG brands can only dream of, simply by being real.
Now they've asked their customers to write clever lines to go on the bottom of their bottles.
Conventionally, packaging would be the exclusive domain of the agency contracted to design it. Battles would be fought over exact colour pallettes, layouts, copy, promotions and legal requirements. After space had been allocated for bar codes and nutritional information - members of the marketing team would haggle over the remaining space.
Innocent however, take a different view.
They have identified an area of packaging that no-one has considered before.
They have worked out that the best messages are often subtle messages.
They have worked out that making a customer smile more important than anything else.
They have let their consumers own the brand.
As a big advocate, I've obviously submitted my idea already. And here it is:
"I see you, baby!"
No doubt, it will be short-listed next week and immortalised in biodegradable plastic soon therafter. I'll keep you posted.
No comments:
Post a Comment