INNOCENT STORIES

INNOCENT STORIES

The brand that gets talked about the most when I meet clients is Innocent. It’s incredible how many times it comes up as a case study in design and branding. Remember Pete & Johnny’s smoothies (also known as P&J)?. Branded by Smith & Milton (where I worked at the end of the 90’s), they were around before Innocent (they were the first smoothies available in the UK) and to a large degree had a similar ethos. P&J mastered the art of engaging copy on the pack which was (arguably) copied by Innocent. P&J were the first to advertise on TV, had multi-million pound advertising budgets, sponsored ITV1’s reality TV series Survivor and greatly outspent Innocent in promotions, advertising and marketing. • P&J was launched 4 years before Innocent in 1994 (Innocent launched in 1998). • P&J was still the dominant smoothie in 2004. (41% compared to Innocent’s 27%) • P&J was taken over by PepsiCo in 2004. • Innocent was the dominant smoothie in 2005. (45% compared to P&J’s 33%) • By 2007 Innocent dominated the market with over 70% of sales. P&J were way behind with under 15%. • P&J was redesigned and renamed but all to no avail. By 2009 P&J was gone. PepsiCo pulled the plug. How did this happen? P&J were first, spent more on marketing, advertising and had listings everywhere. The first mistake was that P&J changed from being pure smoothies to using concentrate (we thought it was a mistake at the time). Innocent use the whole fruit and stole P&J’s ground. Innocent are all about the fruit, people were willing to pay extra...