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Forum Member
 
Group: Forum Members
Last Login: 11/04/2008 11:40:33
Posts: 35,
Visits: 219
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| Today the ASA attacked the brand's claims that its smoothies have a “detoxifying” effect- apparently they dont. This comes as a great blow as Innocent are again receiving bad press. Although the brand continues to dominate the UK smoothie market, in marketing terms it has all gone a wrong. What with the much-criticised link-up with McDonald’s, which has seen smoothies placed in Happy Meals, and now this critisism from the ASA, will it be enough to cause damage to the brand?
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Junior Member
Group: Forum Members
Last Login: 05/11/2007 15:13:14
Posts: 10,
Visits: 46
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| A bit of bad press won't make much of a difference to the brand, it's not like sales have decreased since the partnership with a tacky fast food chain! They will be fine i am sure.
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Forum Guru
Group: Forum Members
Last Login: 21/09/2008 12:28:48
Posts: 51,
Visits: 442
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| Innocent will already have contingency plans and expert agencies for situations like this. It may be appropriate for Innercont to use PR as crisis management or try to lobby the ASA. What will count is that they will monitor the marketing environment and see how this progresses. It will not damage their reputation as a brand, they have a separate identity from MaCdonalds, which is important.
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Forum Newbie
Group: Forum Members
Last Login: 03/12/2007 10:55:55
Posts: 1,
Visits: 3
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| Agreed, but how can Innocent develop their brand strategy over the next few years to ensure that its favourable image is maintained, whilst ensuring that retail growth continues?
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