I’m reading the rather excellent book about Inocent Smoothies called ‘A Book About Innocent: Our Story and Some Things We’ve Learned’ Which is absolutely excellent and really confirms many of our thoughts about how real branding works. There seems to be so much power in the detail that they take seriously that anyone in any industry can learn from reading this enjoyable book.
I’ll write a full review in the next few days when I’ve finished it, but had to relay one of the brilliant stories in it.
Innocent often put ‘joke’ ingredients in their listings and on one, they added the odd ingredient of ‘Two Plump Nuns’. This was designed to show their purity and innocence – a lovely and funny thought – but really not one to be taken too seriously – who would really be thinking there was bits of nun in it, plump or otherwise?
But not according to the Trading Standards people, who after some to-ing and fro-ing wrote them a letter that essentially said “either you add in two plump nuns to your smoothies, or take them off your ingredients list.
You can buy it here and I would absolutely recommend you do.
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I bought a bottle of the superfruit smoothie today which was lovely and has a brilliant story about the bees knees on the side, so I thought I would write and let them know how much I enjoyed it and how much I was enjoying the book.
So I wrote and said “Afternoon
I just wanted to say I love your bee story on the side of your bottle. And I am loving your book so much, I was forced to blog midway through it about the Plump Nuns
Thanks for helping me with a lovely healthy lunch
and then only eight (yes 8, go on count them) minutes later I had a very nice reply from a lady called Rowena which read
Thanks for your e-mail. Great to hear how much you’re enjoying having a read of our book and the Plump Nuns story. Hope you like the rest of the book too.
All the best,
Now I guess I was expecting a reply, but a personal one in 8 minutes is exceptional and the reason they are such a fabulous business ad a brand that any sensible business should envy and learn from. I am now a devoted fan!