Innocent Drinks, Wooly Hats, and Community
Posted by Becky Carroll on January 12, 2007
One of the first companies highlighted to me by the blogging community as a potential CustomersRock! company is a UK-based fruit smoothie company called Innocent Drinks (thanks to Gavin Heaton for the heads-up!). I had plans to blog on it before Christmas, but then the Z-list came along and distracted me slightly. This week, I saw a post at PRblogger on it from Stephen Davies, and I got inspired.
Here’s why I see Innocent Drinks as a CustomersRock! company. They are all about community. They have an annual event called FruitStock where they invite their customers to come and listen to music, eat, and interact (they boxed up apples to send out some of the invitations). They have a newsletter that they send to their family (mailing list) to keep them up to speed on not just products but other matters of importance like health information and even, in January, some of their personal New Year’s Resolutions. Last summer, they started a blog in order to increase the interaction around their products and get feedback from customers. And they do get feedback! The blog includes little fun and cool contests as well as other tidbits to engage their customer base. It also includes links to Fruitstock with pictures and slideshows put together by their customers.
Innocent Drinks also reaches out to their local offline community. This winter season they started a campaign called SuperGran, which you can read about here from Innocent Drinks and here from Cherryflava’s blog. The campaign was designed to raise money for the elderly through the sales of special bottles of Innocent Drinks with wooly hats on them (see picture at top of blog!). Many people in the UK knitted hats for them, including blogger craftybernie; she gives her side of the story in this post from her blog.
When you have a minute, go out and browse around everything Innocent Drinks has to offer on their websites and blog. You will get inspired, as I was. Of course, the next time you are in the UK, go and find yourself an Innocent Drinks smoothie to quench your thirst.