Barely 8 years old and Innocent already decided a few years ago had its first social marketing events. In the summer of 2006, the supergrans of Age Concern started knitting 175,000 little woolen hats. During a few cold winter weeks, these hats were sitting on the Innocent bottles at Sainsbury's and EAT Café. For each hat-wearing smoothie, Innocent donated 50pence to Age Concern. This organisation helps older people through the cold winters with hot meals, heating, blankets and advice.
Last winter, 220,000 hats in total were sold and £110,000 were donated.
This event is one of many of the Innocent Foundation. It's a registered charity funded by 10% of the profits from Innocent Drinks. It offers help to enable local communities to develop long-term solutions to their needs.
It looks small, but it's a great effort for a fast growing company. And right on target:
- it strengthened the "innocent" equity (honest, helping, health, ...)
- it raised the share of heart of their current consumers who started talking the brand (WoM)
- it temporarily improved the shelf impact of the small bottles
Check out Flickr for more pics: supergran2006
2 comments:
With Douwe Egberts, you also make a big effort for the poor with "de Voedselbanken", don't you? But do people still know that this is your initiative?
Douwe Egberts works indeed together with the Belgian Foodbanks. This year, they’ll organize the 10th edition of the campaign “Coffee for Everyone”. The “problem” for Douwe Egberts Belgium is that since the start of this campaign, the Foodbanks have been partnering with other brands too (Unilever, Delhaize, Colruyt and Carrefour). The concept awareness starts to blur, yet is still very high. Douwe Egberts’ strategic advantage is the fact that they were the first and their strong TV commercial: http://www.youtube.com/watch?v=epRJYcoUvn4
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