We really like(d) Innocent. We love the fresh smoothies, their lovely and funny copy and their way of approaching their customers. But they sold a £30m stake to Coca Cola earlier this year and needless to say the Rafrafs were massively disappointed. Our guys, sellouts?!
Here’s a little research made by BrandRepublic out on the streets about what people think of the whole thing. Not surprisingly we’re not the only ones thinking they made a mistake. It will be interesting to see if the brand can co-exist with the rest of Coca Cola’s sugar sweet portfolio (yeah they have water too..) without losing their identity that made them what they are today. Keep it fresh and don’t let Coca Cola put any strange stuff into those yummy smoothies.