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.

1 Comments:

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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