Make Marketing History

The views of a marketing deviant.

Thursday, May 03, 2007

Innocent Until Found Guilty.

There's a very interesting debate at the Innocent blog centred on their decision to trial their children's drinks at a few McDonald's outlets.

Their aim was to get McD children drinking more healthily and presumably to expand their distribution and increase their sales. But Innocent, despite now having a £75 million turnover, is clearly seen by some of its users as a small non-capitalist business and the reaction has been vehement.

Now, I really like their smoothies and their style and, I'll admit, I was a little disappointed when they started to move into TV advertising, but I don't know where I stand on what, after all, is a trial. I suspect it won't go any further as the potential for tainting their image (unfairly or not) becomes apparent but the debate has many takeaways - from the transparency of the Innocent founders, through the nature of sacred cows (no pun intended) and the double-edged sword of customer loyalty.

Read all about it here.


Blogger iScatterling said...

The lure of shiny lucre and the dark side of business will always be the ultimate downfall of purists.

Especially innocents!

NAIVE:..marked by or showing unaffected simplicity and lack of guile or worldly experience; "a teenager's naive ignorance of life"; "the naive assumption that things can only get better"; "this naive simple creature with wide friendly eyes so eager to believe appearances"

Just like me. Sweet n innocent. And dumb.

1:25 AM, May 06, 2007  

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