Coca-Cola deal won't dent Innocent's experiental marketing push

Innocent's event agency Sledge comments on the impact of Coca-Cola's investment

Innocent continues to invest in experiential marketing
Innocent continues to invest in experiential marketing

Innocent will continue to focus on events to drive its overall marketing message in 2009, despite the recent £30m minority investment by Coca-Cola.

The UK-based smoothie maker holds a number of B2B and B2C events including its annual Innocent Village Fete at Regent's Park, London.

Sledge's commercial director Ian Irving commented: "Innocent expects to see a shift in their marketing campaigns for 2009, but experiential marketing will continue to play a central part in these. It will be an interesting year and we are in discussions to devise a plan for a 2009 plan for both B2B and B2C audiences.

"The Coca-Cola deal is a natural progression for a brand such as Innocent if it wants to enjoy bigger distribution channels and make its products more accessible to more consumers."

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