innocent

I'm reading articles from D & AD. One of the case studies is on soft drinks company innocent. Their fruit smoothies are stocked by shops like Harrods, Harvey Nichols, Tesco, Sainsbury and Waitrose. The business was created by 3 university friends. They started by hiring a market stall at a jazz festival selling smoothies. They put a sign over the stall asking the customers if they should give up their jobs and form a company, providing two bins for the empty bottles, one that said 'yes' and one that said 'no'. At the end of the day the 'yes' bin was overflowing.



The most fascinating thing is how they build the innocent brand. Bottle labels are used as a principle communications tool inviting customers to interact (=smile). The design is always simple and the words are always entertaining. Like on the banana and cinnamon yoghurt thickie label, it says, "Banana and cinnamon. Sounds like it should be in a pie with a dollop of custard on top. Well, we haven't started making pies yet, so we thought we'd put it in a bottle instead. Like a good pie, it tastes delicious and smells like Gradma's kitchen. It also has real fruit and spices, just like the world's greatest pies. But unlike a pie, it is made with probiotic yoghurt, which is very low in fat and will stop people asking you if you ate all the pies."

Hamlet

One Sunny Day

Bumped into S on my way to work this morning. She told me she planned to go swimming after work. I just realized I didn't swim at all last summer. Where's my googles?

Edward Norton has started a SOLAR NEIGHBORS PROGRAM. He managed to get BP involved by helping low-income families in Los Angeles lower their energy costs through the use of solar power.

Kiwi on pancakes

Ingredients:

1 Kiwi
1 pack of pancake mix




P.S. happy b-day to my dearest sister xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

Boy-girl thing of coffee

My boss bought me a pack of JABLUM blue mountain coffee beans.

Read an article about the boy-girl thing of coffee the other day. "Espresso is macho; cappuccino is feminine. Men who can't drink a double expresso after four because they can't get to sleep are gay. Women who drink double expresson are trying to say I am really, really hard." Interesting!

Paul Reiser has funny insight about coffee too. "That's what great about coffee. It's the only meal for which the name of the food is also the official name of the event. "Coffee." "We'll get together for Coffee." We know what we're doing, and we know what we'll be having: coffee. Makes it simple when you get there. "Do you want to look at a menu?" "No, I already know: coffee. That's why we got together. We got together for - coffee. That's why we discussed, that's what I'll be having. It's the only food that has that advantage. You never say, "Let's get together for lamb." "I'm in town, let's get together for Fresca." "Whattya say? Grapes for everyone." You never hear that. It's just not the same draw as Coffee."

Kiwi Juice

What's better than a fresh kiwi juice for my flu!

" New " Chair

This is the "new" secondhand chair that I bought from my neighbour at a moving sales. It's nice to have some proper furniture for my home. My new dream chair is the Ripple Bench designed by Toyo Ito.

Happy Mother's Day