Please keep your hat on
Will's description of the demise and resurgence of Snapple is a salutary lesson in how reckless marketers can be - not just with brand essence, but with heritage and iconography. The jinxed replacement of Coke Classic is not the only brand failure.
So a quick plea to whoever eventually takes over as brand steward of Innocent drinks. Please keep those bobble hats! Genius.
Editor
Comments
My next door neighbour's son does the bobble hats Adam Balon
Posted by: jonathan | January 6, 2006 4:12 PM
Great interview with Adam
here
Sometimes...the brand gets a bit overmanaged for me. But I just loved this folkiness and the use of cause related maketing with such a light-touch.
Posted by: Tim | January 6, 2006 4:36 PM