Innocent

Brand Loyalty

The actions of Innocent, have aimed to create a strong customer base, leading to brand loyalty. This has been cultivated through strong customer relationships and a caring and trustworthy brand image. 

Firstly, you likely know of Innocent’s social media presence. Through regular posting, down-to-Earth humour, and a casual and friendly tone of voice, the consumer forms a bond and perceives the brand as likeable, reliable, and as if it is their friend. 

Secondly, Innocent has positioned itself as a socially responsible brand, who does a lot of charity work. Strong positive corporate social responsibility (CSR) impacts consumer behaviour. Consumers perceive the brand in a better light, and the brand value increases. 

These factors both result in happier and most satisfied consumers, leading to strong brand loyalty. 

Priming

I have a blog on priming that you can read if you need a quick refresh. But priming is used heavily in marketing. One significant one, is to prime products to be perceived as healthy. Whilst Innocent smoothies are generally healthy, as they are filled with fruit and veg and natural ingredients, people have often stated that they are not healthy as they are high in (natural) sugar. But priming can help to overcome that. Through the use of images of fruit, and correct colours, products can be shown to be healthy. 

However, Innocent goes a step further. Smoothie titles obviously highlight the fruits that go into it, fruits are healthy so the connection is clear. But vegetable smoothies are a different matter. Vegetables have a stronger association with health than fruit but also don’t associate well with tasty smoothies. Therefore, to prime consumers to see vegetable smoothies as tasty AND healthy, vegetables are often listed last as an ingredient (pineapple, apple, and carrot). Their presence denotes health, but the lower billing shows strong fruiting taste! 

It doesn’t stop there though. Many Innocent smoothies are named after their fruit ingredients, but some that have less traditional ingredients, or specific beneficial qualities, are named after their health benefits (Invigorate, or Berry Protein). This once again is an example of priming consumers to perceive the products in the healthiest way possible. 

A second way that Innocent has primed consumers, is through “innocence”. The brand itself is a prime for consumers to perceive the brand as pure, fresh, and with high integrity. The name “Innocent”, combined with the logo, with the halo, is specifically designed to prime consumers to perceive the brand and its products in this positive light.