Brand Experience: Creating A Music Festival To Build Brand Image

Fruitstock is smoothie drink maker Innocent’s annual music festival in London’s Regent’s Park. This year was the third event with bands like Nitin Sanway and US3.

Writing about the event, the Guardian thought it demonstrated that brands that engage customers in experiences that are authentic, that enrich their lives and that customers themselves can take ownership of, will win. Three aspects were apparent:

First, Innocent’s founders have created a memorable brand that stands for something. According to the festival brochure (which you could purchase at the festival for £1 – donated to charity), Innocent says: “We still strive to make the best tasting drinks in the world and we still like to spend summer weekends in the park dancing badly.” This statement demonstrates that this is a brand with humility, individuality, corporate social responsibility and a sense of humour. And it’s not just an empty statement – it’s authentic.

Second, they have developed this ethos into a personality that manifested itself across Fruitstock – from the big sign above the stage that proclaimed, simply, ‘hello everybody’, to the flirting area and the blendavenda station, where you could mix your own fresh fruit smoothie using only the ‘pedal power’ created by riding on a stationary bike. This was clever, original, cheeky and fun for everyone.

Lastly, Innocent has created a smoothie cult, turning its customers into fans by hosting memorable brand experiences that actually make people’s lives better. Festivalgoers happily sampled Innocent’s new smoothie flavours, browsed the farmers market and enjoyed the music and atmosphere with friends. Some, like me, came back again the next day with more friends. Other die-hard fans had even fashioned porcupine-style hats from empty Innocent bottles, which they proudly wore around the event. Innocent fans are definitely taking ownership of the experience and enjoying it.

Guardian
Fruitstock