‘We can always do better’: Innocent on starting its marketing excellence journey
Realising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.
Only a select few brands can honestly say they are famous for their marketing, and British-born juice and smoothie brand Innocent Drinks is one of them. From its chatty tone of voice to its quirky packaging and tongue-in-cheek social media presence, Innocent has the kind of reputation most brands could only dream of.
However, despite being celebrated as a brand that truly understands the art of marketing, head of marketing excellence Katie Martin says Innocent hasn’t always had the science in place to support it.
Lacking consistent tools and frameworks wasn’t a problem when Innocent was an entrepreneurial startup focused solely on the UK, but the company has since grown into an international business with annual revenues in the region of £500m. With 150 marketers now working across 30 European markets, Innocent’s old ways of working were no longer fit for purpose.
