Go Pro brief

Innocent Drinks

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www.innocentdrinks.co.uk@innocentdrinkswww.facebook.com/innocentdrinks Other: http://www.innocentdrinks.co.uk/blog

BackgroundWe started innocent in 1999 after selling our smoothies at a music festival. We put up a big sign

asking people if they thought we should give up our jobs to make smoothies, and put a bin saying

'Yes' and a bin saying 'No" in front of the stall. Then we got people to vote with their empties. At

the end of the weekend, the 'Yes' bin was full, so we resigned from our jobs the next day and got

cracking.

Since then we've started making veg pots, juices and kids' drinks, in our quest to make natural,

delicious, healthy foods that help people live well and die old.

Hello, we're innocent and we're here to make it easy for people to do themselves some good(whilst making it taste nice too).

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The problemWe have recently launched our 160ml smoothie. It’s smaller than our

usual bottle – just one portion of fruit, rather than 2 – and can be

bought as part of the Meal Deals at Tesco and Sainsbury’s.

However, people are grabbing our standard 250ml smoothie bottle,

which is usually in a fridge nearby, assuming that it’s part of the deal.

ChallengeOur potential drinkers are coming away feeling embarrassed when challenged at the tills

for trying to buy a bigger product, frustrated they’ve wasted their precious lunch break

re-queuing, slightly cheated as the little one now seems like less of a deal and generally

leaving with a bad experience with innocent. How can we stop this happening?

How can we ensure that our drinkers are excited that we’ve made them a version of

innocent that means they can get innocent as part of the meal deal (as was the original

intention)?

Thoughts, demands & wishes• There are two recipes in the 160ml size – strawberries & bananas and mangoes &

passion fruits

• Everything on the label has to stay there, except the ‘I’m new’ message – this could

change.

• Our labels strive to be free of clutter so keeping things as simple as possible always

gives us the challenge of balancing new messages with white space. It’s a tricky balance

to strike.

• We might be able to get some Point of Sale into the stores which might help…

• We are looking for simple ideas as well as radical ones. The shape of the bottle can’t

change, but everything else is up for grabs.

Deliverables• An economic and safe recommendation of changes we can make to the label at no

extra cost (beyond design time) – supplied either a scamp (black & white drawing, colour

if need be) or edit the image above.

• A wilder version thinking about all the things we could do if money were no issue.

• 100-200 words of explanation behind your thoughts on each.

Handy links...http://www.innocentdrinks.co.uk/things-we-make •http://web.archive.org/web/20120111153257/http://www.innocentdrinks.co.uk/things_we_make/smoothies/pod/ • http://we.tl/OqLLhgsaF9

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Respond by emailing arfah@discoverabl.eswith your deliverables and Discoverables Profile