Benjamin van der Kloet is the marketing leader of Innocent Drinks. In 1999 we concocted a few smoothies in our kitchen and tested them on people at a music festival; today Innocent Drinks is blending every type of fruit & veg under the sun and selling drinks right across Europe in over 30 different countries.
In this episode we discuss how Innocent Drinks directs its marketing efforts in different parts of Europe. Because how do you make sure you deliver relevant work at a local level in 30 different countries?
We talk about the ingredients of good marketing and discover which media channel you will not find so quickly in Innocent's marketing mix. Benjamin also tells us how Innocent Drink, as a purpose brand, stays authentic and forges relationships with their customers.