Innocent's Brand Activation Promotes Healthy Drinking Habits
Jana Pijak — June 16, 2016 — Marketing
References: eventmagazine
Opened last summer in Shoreditch, London, Innocent's coconut water watering hole is a brand activation that was designed to promote healthy drinking habits. While summer is a time synonymous with patios and refreshing cocktails, it can also be a time that many adopt unhealthy eating and drinking habits -- something that the coconut water brand aimed to change.
Building a wellness-themed coconut water bar, Innocent invited visitors to sample naturally sourced and refreshing mocktails -- created by resident chef Anna Jones -- while indulging in beauty services like coconut oil hand massages while listening to live Caribbean music. Each menu item at the pop-up was water-based making it both refreshing and healthy to consume.
In addition to promoting healthy drinking, this pop-up also targeted digital natives with an emoji-powered ordering system that required visitors to caption photos with emojis as a means of selecting their refreshment of choice.
Building a wellness-themed coconut water bar, Innocent invited visitors to sample naturally sourced and refreshing mocktails -- created by resident chef Anna Jones -- while indulging in beauty services like coconut oil hand massages while listening to live Caribbean music. Each menu item at the pop-up was water-based making it both refreshing and healthy to consume.
In addition to promoting healthy drinking, this pop-up also targeted digital natives with an emoji-powered ordering system that required visitors to caption photos with emojis as a means of selecting their refreshment of choice.
Trend Themes
1. Wellness-themed Pop-up Bars - Creating pop-up bars centered around health and wellness can disrupt the traditional bar industry by offering customers a refreshing and healthy drinking experience.
2. Naturally Sourced Mocktails - Offering mocktails made from naturally sourced ingredients can disrupt the traditional cocktail industry by providing a healthier and more refreshing beverage option.
3. Emoji-powered Ordering Systems - Implementing emoji-powered ordering systems can disrupt the digital ordering industry by providing a fun and interactive way for customers to select their desired items.
Industry Implications
1. Beverage - The beverage industry can embrace the trend of wellness-themed pop-up bars and naturally sourced mocktails to cater to health-conscious consumers.
2. Hospitality - The hospitality industry can capitalize on the trend of wellness-themed pop-up bars by incorporating health and wellness elements into their establishments.
3. Technology - The technology industry can tap into the trend of emoji-powered ordering systems by developing innovative digital ordering solutions that enhance customer experiences.
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