random acts of innocent
You’ll probably see me write about innocent from time to time. They’ve created a madly loved brand on this side of the pond. Dan at innocent who writes all of the brilliant copy has been incredibly gracious when we’ve asked for advice about introducing method to the UK.
Anyway, I happened upon one of their spontaneous sampling events a couple of days ago in Richmond where our office is and thought it was very well executed. I’ve done sampling programs before that usually involved an expensive agency and 8 months of labored planning about the logo size on the signage (there’s a cartoon idea somewhere in there).
By contrast, the innocent event was so refreshingly simple. They had a bunch of cases of short shelf-life smoothies about to expire, so they loaded it in one of the 5 astroturf-covered vans that are always waiting in their parking lot, then drove to a high-traffic street, and gave out free smoothies. Easy peasy. So much more impactful and human than a typical billboard ad or even the typical scheduled sampling event. Consumers were literally petting the grass-covered van. What I love is that innocent treated it, not as a Q2 promotion on a Gantt chart, but as just a regular day in their business.
Neat. I don’t know if this is quite as guerrilla, but still interesting:
http://h20325.www2.hp.com/blogs/kintz/archive/2007/06/26/3720.html
THAT IS SO AWESOME!!! Like you said, totally easy peasy… I love it!
That’s the way to do it! I wish that it was THAT easy to do.
Often what would normally happen is that client and agency would have three meetings to decide on whether to do it, another couple of meetings to decide on which street corner, and another few to figure out how to give them out. Hahaha!
Innocent just works. Beautiful.
Dear Tom,
Found your your fantastic blog – and cartoons – through Brandautopsy…and I think it is absolutely GREAT!
Best,
Michael Kowal
The Brandcamp Genius – now blogging from London
A belated welcome to London and the blogsosphere to Tom Fishburne. Now Tom has at least two major claims to fame in my book. First, he is the genius behind the Brandcamp cartoons. These are painfully funny, and very much
Great. We are what we do.