The folks at innocent drinks, makers of tasty smoothies, have revamped their site to include a rating and review section. Hoping to foster a more robust brand culture and connection with their audience, innocent is trying out a consumer-centric website. The new feedback area provides simple ratings along with more detailed reviews. A built-in feature promises to randomly select comments to be highlighted on the homepage and further entices visitors by awarding funky prizes each month. The site layout was designed by Soup with a goal of pushing the playful nature of the company into the digital arena.

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