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April 29, 2007
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Smoothie maker brings country innocence to the city this summer




innocent drinks has announced that it will running a number of “village fêtes” around the UK this summer.
 
The flagship fête will take place in Regent’s Park, London on 4 and 5 August, replacing Fruitstock as the brand’s main summer event, and innocent will also be touring the experience across the UK.

“The innocent summer of village fêtes is about bringing a bit of the countryside to the city, with the highlight being the UK’s biggest village fête in the UK’s biggest city”, said Gareth Helm, innocent’s marketing director. “Just like our drinks, we’ve gone back to basics, keeping it nice and simple, giving people up and down the country a lovely innocent experience, with something for all the family. We have taken some of our favourite bits from Fruitstock – the farmers’ market, the homemade cake stall,  the reading area, flower arranging, yoga classes, knitting corner and assault courses for kids – and are blending them with the best of the traditional village fêtes, from coconut shies to welly wanging.”
 
Experiential agency Sledge will be helping innocent create the events. Commenting on the decision to move on from last year’s Fruitstock experience, the agency’s sales and marketing director, Ian Irving, said: “The village fête concept was a natural progression for innocent that was in keeping with the brand. Village fêtes are all about community, the outdoors, raising money for good local causes, low-tech entertainment, good food and silly games. The village fête will be a really special experience for innocent drinkers across the UK.”
 
Sledge has appointed two new members of staff to work on the innocent village fête. Account director Laura Derbyshire has over six years of integrated marketing experience, previously with agencies such as Haygarth, iris events and Proximity London. She has worked across a wide range of industry sectors where she has worked on numerous events and brand experience marketing campaigns for clients such as Budweiser, Coca-Cola, Sony Ericsson and Nokia. Laura will head up a team working on the innocent drinks summer of activity 2007.
 
Sledge’s second new recruit is account manager JD O’Lone, who co-founded the events division of Mission, the fashion and lifestyle media agency with a range of high-profile clients, including O2, Louis Vuitton, Gumball 3000, Gharani Strok, MAC Cosmetics, MYLA Lingerie, Warner Music and Premier Model Management. Mission Events’ principle strategy was the coordination and delivery of press worthy events through sponsorship, celebrity attainment, appropriate event design, and press management.


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