Innocense is bliss...
According to a recent article in Marketing magazine, sales of the smoothie brand Innocent have plummeted by 20%. Such a statistic indicates that even the most sound, stable and squeaky clean brands are not free from risk from the economic downturn.
Alongside the article are also two anecdotes to Innocent’s problem by senior marketing directors Steve Cooper (co-founder and director of Feel Good Drinks Company) and Michael Sugden (managing director of VCCP) but they are not without their discrepancies.
Cooper is right in pointing out that consumers are now seeking cheaper alternatives and that Innocent have been, ‘Operating in a period of economic boom without any significant direct competition’. It is also very true that, ‘There’s a lot of justification for a carton of Innocent’ but I do not agree with his view that being innocent is all that the brand should be.
Instead I agree with Sugden that, ‘The innocent world has closed up on itself’. The market is no longer innocent. It has become even more competitive, ruthless and threatening. If anything it is time for Innocent to get downright dirty.
Sugden is also right in arguing that Innocent needs to refresh its communications and remind people why they bought the product in the first place. It also needs reposition itself as the market leader and differentiate itself by even attacking cheaper alternatives for their poorer ethical business practices compared to themselves.
Innocent may find itself facing a difficult time, but it is as Martin Luther King Jr put it,
Cooper is right in pointing out that consumers are now seeking cheaper alternatives and that Innocent have been, ‘Operating in a period of economic boom without any significant direct competition’. It is also very true that, ‘There’s a lot of justification for a carton of Innocent’ but I do not agree with his view that being innocent is all that the brand should be.
Instead I agree with Sugden that, ‘The innocent world has closed up on itself’. The market is no longer innocent. It has become even more competitive, ruthless and threatening. If anything it is time for Innocent to get downright dirty.
Sugden is also right in arguing that Innocent needs to refresh its communications and remind people why they bought the product in the first place. It also needs reposition itself as the market leader and differentiate itself by even attacking cheaper alternatives for their poorer ethical business practices compared to themselves.
Innocent may find itself facing a difficult time, but it is as Martin Luther King Jr put it,
"The ultimate measure of a man is not where he stands in moments of comfort,but where he stands at times of challenge and controversy."
posted by Joseph Tipping @ 07:11
1 Comments:
A brilliant blog, had no idea 'Innocent Smoothies’ were in such trouble! They have obviously been too complacent in an era where (due to current economic times) change and innovation is needed more than ever. Consumers will chose a cheaper brand on the basis of their pockets but Innocent Smoothies should use this to their advantage – consumers buy innocent smoothies because they want to be healthy and trust the brand, so are they achieving this with a cheaper inferior brand where ingredients may not be as good?
I agree that in order for their survival they need to revamp their campaign. Earlier ‘blogs’ you’ve posted have shown how brands are becoming more interactive, creating a deeper emotional connection with the brand. I recently learnt they did do a ‘Super Gran campaign’, where an army of knitters managed to knit 230,000 hats and raise awareness of helping the elderly in winter was successful. This was a brilliant idea, getting consumers personally involved with the brand but they need more, more and more of this!! Apparently we are also entering an age of 'dialogue' and so engagement in the brand would provide this.
Perhaps a complete change of their style of advertising is the answer – Cadburys gorilla ad by Fallon agency managed to change the perception of the brand, differentiating themselves from competitors, resulting in increase sales of £3 million – Innocent Smoothies take note!
Also just wondering, when you said it’s time for the brand to ‘get damn right dirty’ - what are your ideas?
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