Innocent is a brand that ‘gets it’ for so long now that we at the marketing planning/strategy community almost hate them for being so good…(na…we’re just jealous we really love them so very much). Unlike so many others that jump on the greenwagon, sustainability is ‘built into’ Innocent products and brand since day one and ever since they keep leading.
And now they’ve done it again with a brilliantly simple campaign : Buy One, Get One Tree
Buy One, Get One Tree is a lovely initiative where they plant a tree for every carton of innocent smoothie you buy and there’s a virtual forest where you can see your trees and a treeometer to see how many have been planted.
There’s even a widget for your blog to show how many you’ve planted by proxy.
From an engagement (one of the hottest buzz words of recent years) marketing point of view it is just oh so smart as you actually need to register the number on the pack to plant your tree, which means that they encourage you, the customer, to actively do some goodness by logging on the website and ‘plant’ your tree.
Kudos to you Innocent!
December 7th, 2007 at 5:52 pm
Its so true what you say about Innocent Asi.
I saw Richard Reed (one of the Innocent founders) speak at a business event a couple of years ago and their thorough approach to ethical business was so inspiring.
They do it from inside out and are living proof that ethical business works – good for them!
December 8th, 2007 at 1:14 pm
I have some shampoo that I have been buying for the past few years. Every time I buy some shampoo from Paul Mitchell they will plant a tree for my purchase. So far I have planted about 4 trees with my purchases.
December 9th, 2007 at 6:24 pm
What a great green campaign from an ethical company.
Dont forget that as Innocent comes in Tetra-Paks you can recyle your carton too!