The brand Innocent Drinks produces beverages with a social and ecological approach.
Knowing their story lets us sense all their good vibes. They started out in 1999 by selling smoothies at a music festival. They strung a banner across the top of their stall that asked people whether or not they should quit their day jobs to devote themselves to making smoothies. They used two metal garbage cans to collect the answers; one for “Yes” and one for “No.”At the end of the week, the “YES” container was filled.
They quit their jobs the next day.
At the heart of their brand is a promise based on five core values: natural, enterprising, responsible, commercial and generous.
One way these values are maintained is through strict requirements for producers. For example, they have to be committed to protecting the environment, and their employees must have global certifications from reputable NGO’s like the Rainforest Alliance.
Their packaging material is 100% recycled. Their 205 ml bottle has 50% recycled plastic, and the larger containers are made with 100% recycled plastic. The material of their labels is 100% recycled. In addition, they constantly campaign for the reusing of their packaging materials in creative ways.
In addition, they donate 10% of their annual earnings to social works programs in 26 countries.
A good product is made by the good of its people, its ingredients, its values and its actions. Innocent Drinks is a success story that shows that in a consumerist world, there are still opportunities for more good products or services.
That’s taking a business to the next level; that’s BRAIN-DING!
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