I love the chaps at Innocent Towers. Not only do they make delish drinks that send my sugar levels soaring in the non crashy way that chocolate or skittles never could, their attention to detail is first class. There is no ‘use by’ date. Instead founder Richard Reed endured a long battle with (the powers that be) to get ‘Enjoy by” emblazoned on each bottle instead.
Innocent copy varies from blueberry smoothie to blueberry smoothie with about 10 versions of each label going to print. What a marvellous reward this must be for those fruit loving copy kings, knowing that their ingredients gag* ‘1 banana, 2 pears, 8 blueberries and 2 plump nuns’ will undoubtedly make it to print. *Mr Reed infact found himself in court over this amusing addition to the contents list. The Judge’s final ruling ordered that he either add 2 plump nuns into the mix or remove them from the list of ingredients.
Stop looking at my bottom! No, not mine, this comment can be found on hundreds of Innocent Smoothie underbellies. Take a pre-swig peep next time.
The copy tone at innocent is admiringly non grubby or selly and peppered with funny quips. Saying that, I do think their email marketing could be reigned in a touch. Less can be more and their random ramblings are often more mouldy flageolet bean than sumptuous strawberry (no i’m not sure that worked either). Of course there is the fact that the cranberry crushers give 10% of their profits to charity so perhaps i’ll turn a blind eye to their digital waffle.