Posts Tagged ‘Innocent’

From smoothies to cat herding

September 15, 2010

It’s been a while since I posted so here’s a small collection of random things that have caught my eye recently.

1. Innocent was originally called Fast Tractor. Who knew?  Not me until David Taylor’s blog revealed it. Here’s what the label looked like:


You can see how they got there: getting the fruit from field to bottle super-fast blah blah. But so much weaker than Innocent, which has emotional meaning as well as rational, feels like a ‘big idea’ with tons of breadth and presumably works better internationally.

So next time you are working on a positioning, ask yourself whether you’ve got a Fast Tractor or an Innocent? 

2. There’s been a lot of stuff in the media lately about how the ‘pick ‘n’ mix’ world of the internet, Twitter, Facebook and all is reducing our attention spans and making our brains less capable of concentrating for long amounts of time on seriously productive creative endeavour.

Well they say for every trend there’s a counter trend and here are examples: Slate (online magazine) have been commissioning some really long pieces and finding they get millions of page views and the editor of the New York Times magazine says it’s their longest pieces that get the most traffic.

3. Mother have made their first ad for Ikea in which they release 100 cats around the Wembley store and film what happens.

It’s rather nice (in that post-modern ‘long film that doesn’t feel like an ad’ way) and is already going gangbusters on the YouTube/viral circuit.  I assume the brief was something about making Ikea merchandise more emotionally desirable and resonant of cosy homes, not just renting your first flat. The ad does a decent job of that but has its work cut out if it’s going to override memories of the horror of the stores and the disappointing reality of the products. 

 The ‘making of’ video has had 4x as many views as the actual ad and is inspiring parodies such as this very funny one: