The lead story in this week’s MarketingWeek details Innocent Drinks’ partnership with fast food chain, McDonald’s. In short, kids buying Happy Meals will now have the choice to include an Innocent Smoothie along with their burger and fries; as opposed to the standard regular soft drink choices that normally come with the meal.
For now it’s a trial period only and is taking place in just two selected UK regions: the North East and Yorkshire but if it proves successful it’ll be rolled out nationwide.
Marketing Week suggests that the Innocent brand has much to lose by partnering with McDonald’s. Innocent being the ‘do no wrong’ company while McDonald’s is perceived as the big corporate giant that we owe for our big-bellied children. And I agree, they do have a lot to lose but at the same time I think it’s quite a bold move.
I first read about the trial on the Innocent blog and like many others I left a comment in disapproval. Innocent’s reasons for aligning themselves with McDonald’s are to get their healthy drinks in front of millions of British children and to sell more of its drinks which in turn makes more money. Well, they are a commercial organisation.
Initially, the cynic in me thought that it was predominantly the latter motive. But after a little consideration and time to digest it I think it’s a good move. Good but risky.
Think about it. McDonald’s is trying to clean up its act (I for one have never had a problem with McDonald’s. If you don’t want to eat somewhere you don’t have to. Simple as that) and Innocent is helping them out. At least kids will have the opportunity to drink something healthy along with their Happy Meal. It’s better than just the fizzy drinks option in my opinion.
Look at this way. Innocent are still selling the same drinks they’ve always done. Just because they’re being sold from McDonald’s doesn’t mean the fat content suddenly increases. I see it as Innocent being the superhero going in to make good.
Right on!
P.S. I may have said Innocent Drinks rock before.
Stephen is a communications consultant based out of the UK. You can connect with him on Twitter or check out his LinkedIn profile. | Email Stephen
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Tim Hoang
Agreed, Innocent should not be negatively perceived as getting in bed with evil corporate McDonalds and it is a good thing that they are sticking healthy drinks in front of children.
As much as we (in the PR and Marketing field) would like to inflate our egos and overstate how much we can affect buying, bad parenting is the main cause of obese children. McDonald’s is only around because of demand for their food is no worse than any other takeaway whether that be chinese, indian or fish and chips.
Innocent will remain a strong brand with positive connotations, though i wish they weren’t so bloody expensive.