Putting the fizz into Innocent
If the soft-drinks behemoth Coca-Cola were to turn juice and smoothie company Innocent into a mini-Coke “it wouldn’t work”. That’s according to Dan Germain, head of brand and creative at Innocent Smoothies.
Coca-Cola took full control of Innocent in 2013, but according to Germain the soft-drinks company gives Innocent full independence.
“We still run the business and that’s exactly how they want it,” said Germain. “The way they run Coke is very different to...
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