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.