Emotional marketing with Innocent: Balancing humour, purpose and profit

Innocent is a fruit juice and smoothies brand that aims to be Europe’s favourite little drinks company.  Well known for their ability to create emotional connections with people over social media, the premise of Innocent is to ‘leave people better than we found them’.  They have mastered the art of emotional marketing, bringing humour and meaning into the customer experience; making people choose their offline product because they’ve made them feel something online. As a B Corp, they believe in balancing purpose and profit. They dream big; looking beyond the sales of healthy drinks, they run hugely impactful social campaigns that sit at the intersection of social media and life offline. In this episode we speak with Marcus Dean, social media manager for Innocent drinks UK. We discuss authentic emotional marketing; why maintaining a consistent, relatable tone of voice throughout the entire workforce is a central pillar to their success; and why creating a work culture where creatives are permitted to take risks is one where they will flourish and bring results.