How innocent doubled their sales


2016-12-16, BrandBuddy Group


It’s not a big stretch to say that innocent could be the world’s best smoothies and juices manufacturer but until recently, it’s been relatively unknown in Finland. During the summer of 2016, innocent launched its new range of products but they also decided it was time to give the innocent brand a boost. They wanted to try a new approach in how they presented their products in the shops. BrandBuddy to the rescue!

The Brand Ambassador makes sales fly

The aim was to not only get more shelf space for selling innocent’s expanding range of products but also just as important was the developing of the brand. BrandBuddy recruited a Brand Ambassador to do a pilot demonstration tour in 60 Kesko shops. The Brand Ambassador was attired in a uniform that followed innocent’s style and colour palate and they offered tastings and spoke of the innocent brand ideology. Furthermore, they answered questions about current products, took additional orders and introduced upcoming shop promotions.

There are ‘meetings’ and then there are meetings!

The pilot tour of the shops verified what was already suspected in that the quality of the demonstrations make a big difference! It was during the campaign that innocent was able to push their entire range of products to the shops and increase shelf space by 30%. Whilst there are a number of factors that contribute to any success, the store visits had a direct impact on visitation to the shelf space. This conclusion was further fortified by the fact that during a month’s break from the demos, there was a distinct lull in activity.

Due to the success of the pilot campaign, it was decided to implement this model of working for innocent systematically and on a regular basis.

Mikael Winqvist, Commercial and Brand Manager of innocent

”The campaign was a great success by all measures. BrandBuddy offered brilliant ideas and they were very proactive for the whole duration of our collaboration. The BrandBuddy Ambassador program, along with all other elements of the campaign have ensured that innocent’s net sales will have doubled by the end of 2016 and this has really reinforced our faith in the brand. We will definitely continue our collaboration with BrandBuddy in the future.”