Editor - David Taylor

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Comments

Jon Beaumont

I thought of you when I read this. It resonates with much of what you talk about: http://www.mb-blog.com/index.php/2009/03/19/what-does-your-brand-really-stand-for/

Account Deleted

The real issue is defining what is their core business, and drive relevant NPD pipeline from there. SMOOTHIES might be too restrictive while VEGGIE POTS are clearly non-core. Tonality etc would be an easy fix once the key issue is nailed down. The brand has built enough emotional credits with the consumers to manage that. Also we marketeers get bored with stuff much earlier than consumers.
Another thing which helps Innocent (and which you picked up in your earlier post on TROPICANA SPIRIT) is that TROPICANA doesn't have that "sizzle" yet. Its got solid substance and Pepsi seems to be in no hurry to take the brand and communication into an emotive territory which can build a distinctive brand personality.

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