God these guys are good. They do help me keep the faith in branding on my darker days.
Despite becoming seriously big (100 million Euros+ in turnover), innocent manage to stay, well, innnocent. One really nice feature is there brand pinboard.
Rather than this being a static and brand-created piece of content, it updates daily using a feed from the brand's flicker albums, which are populated mainly with user-generated photos. My favourite is the "supergran" album, full of photos of the woolly hats they put on the bottles at Xmas to raise money for charity. Why Supergran? Becuase the little hats are made by an army of little old ladies who live in old peoples' homes!
Any other brands making good use of user-generated content like this?