Magazine article Marketing

Innocent Eyes Festivals Return for London 2012

Magazine article Marketing

Innocent Eyes Festivals Return for London 2012

Article excerpt

Majority owner Coca-Cola hopes to extend Olympic tie to include smoothies.

Coca-Cola is preparing to expand its Olympic marketing strategy to smoothieand Veg Pots-maker Innocent Drinks, kicking off with the revival of the brand's summer festival.

A Coca-Cola spokeswoman told Marketing that the company is 'exploring opportunities and potential Olympic designations' for Innocent, in which it holds a 58% stake.

Innocent first ran Fruitstock, a branded music festival, in 2003 in London's Regent's Park. It replaced that event with the Innocent Village Fete in 2007 and 2008, which featured farmers' markets and sheep herding.

It now plans to bring back its festivals under a London 2012 theme, with an event set to take place in the capital next summer. However, it is not yet known how the festival will be branded.

Coca-Cola is a worldwide sponsor of the Olympic and Paralympic Games, and is potentially able to extend its Olympic activation to the Innocent brand due to the majority stake it acquired in April 2010.

Coke is widely expected to take full ownership of Innocent, in an effort to transform it into a rival to PepsiCo's Tropicana juice brand. …

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