To launch Innocent’s new coconut water we harnessed the unstoppable power of emoji.
We realised that Innocent Coconut Water could be written as:
And so the Innocent Coconut Watering Hole was born. A Caribbean-inspired open-air bar in the heart of Shoreditch that, for the first time anywhere in the world, used emoji as currency. To order, simply visit the bar, take a selfie on Instagram and tag it with your emoji order. The bartender makes your drink and a waiter brings it to the person pictured in the selfie. Easy.
Throughout the course of the day we served over 2000 cocktails resulting in over 2000 Instagram selfies from a largely female audience of fashionable Shoreditch types all taken in a branded Innocent environment. This was a double win for us: not only were we putting our product in the hands of the right people, they were donating their highly visual social feeds to Innocent in return for a healthy, refreshing drink.
The result: a reach of over 138million (and many, many cured hangovers).