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It's the writing. Innocent Drinks get it right over and over again and while there are many wannabes, these guys live the brand and can legitimately do this "matey" stuff.

Below is some copy from the latest email encouraging people to attend the brand's Village Fete  (of course, another great idea).

Sadly, I fear I am sounding like a broken record singing Innocent's praises and the brand is fast becoming the planner's "Case study de Jour".

For example, I wasn't the only planner talking about them in Romania!

The innocent pyramid scheme

Not one of those dodgy schemes where you sit in someone's living room, eating cheesy footballs and learning how-to-get-rich-quick investing your life savings in hand lotion. No, ours just involves you hanging out with all your mates, their mates and the odd ferret in the park this summer. Simply visit our village fete Facebook event page, accept the RSVP bit if you’re coming and invite all your friends along as well. They in turn can ask their friends, who can ask their friends and so on. Before you know it, it'll be like the biggest school reunion you've ever attended. Except you'll all have been to different schools.

You can go to Innocent's Village Fete blog to learn more.


Posted by Ed Cotton Over at Gristmill, there's a post discussing the response of GM's Bob Lutz,to a form letter that chastizes the company for its lack of progress in alternative or hybrid technologies.

Lutz's response is priceless.

It's candid and real.

From: bob.lutz@gm.com
Sent: Monday, March 26, 2007 3:50 PM
Subject: Re: Alternative Fueled Cars

Instead of just copying that same stupid message that I have received at least one thousand times in identical form (don't you folks have any creative drive?), why didn't you use your energy to research GM's announced major effort on the range-extended Chevrolet "Volt" EV, as well as our announcement of a plug-in hybrid version of the upcoming Saturn "Vue"? Some recognition of how much and how fast we are moving in these areas would be a lot more motivating than bombarding us with that hopelessly-outdated standard letter. Thank you for thinking of us!

Just because "new marketing" has "touchy feely" buzzwords like "relationship" and "conversation", doesn't mean that responses always have to be perfectly measured and controlled.

Being truly real and human, means taking the guard down once in a while and stepping away from the lawyers who might tell you otherwise.

If the future is about two-way communication, companies need to be prepared stand up for themselves, this doesn't mean bullying the consumer with responses from anonymous corporate spokespeople, but instead injecting some candour into your human conversations.