The age of innocence and healthy living

Lewis, Elen
July 2002
Brand Strategy;Jul2002, Issue 161, p14
Trade Publication
Discusses British entrepreneur Richard Reed's development of the brand of innocent, a juice company. Targeting of the brand at those who value the convenience of being able to drink their daily recommended fruit intake from one bottle; Way that the company markets itself in an innovative way to customers; Investment in advertising; Strategy used by Reed to raise investments for the venture.


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