[Review] An Innocent Story
An Innocent Grass Van (source of image)According to Simmons, Innocent's success is embodied in the following elegantly and simply written "Innocent" company values, which I reproduce below as follows: Be Natural - Keep it human, put people first. Make 100% natural, delicious, healthy stuff, 100% of the time. Treat others, especially our drinkers, as we want to be treated. Be Entrepreneurial - Chase opportunities and be responsive. Be creative and challenge the status quo. Do it better than anyone else, and have fun doing it. Be Generous - When offering praise to others. With our time when coaching others. With rewards when people deliver. With charitable support. Be Commercial - Create growth and profit for us and our customers. Be tough, but fair. Think clearly, act decisively, and keep the main thing, the main thing. Be Responsible - Be true to our principles, and do what we believe is right. To be conscious of the consequences of our actions in both the short and long term. To leave things a little better than we find them, and to encourage others to join us too. From the organization of mass appeal events like "Fruitstock" and Village Fetes, scheduling of staff retreats at skiing resorts, to generous donation of 10% of profits to worthwhile causes, everything about Innocent seemed to be "100% healthy goodness". The sourcing of the best ingredients (e.g. Indian Alphonso mangoes for its mango and passionfruit smoothie), use of 50% to 100% recycled plastic bottles, and establishment of the Innocent Foundation (for charitable giving) further establishes Innocent as an icon for ethical and sustainable business. Innocent" is a fascinating story of a great "pure" brand that sticks to its guns despite facing challenges in the hyper-competitive beverage market. By challenging conventional wisdom, "Innocent" shows that companies can build great brands by adhering firmly to what they believe in while ensuring that the numbers match - what the author calls "Hippies with calculators".
Walter is a seasoned marketer and publicist with almost 19 years of experience in marketing, communications, social media engagement, events management, strategic planning and corporate development. A judge of the Singapore Blog Awards, he blogs at Cooler Insights.