Selling out?

With Ben & Jerry’s under Unilever and Howies under Timberland perhaps it was only a matter of time before we saw reports of Innocent (the bastion of independent spirit) merging with corporate brand giants.

This week Marketing magazine reports on the fact that Innocent are allegedly in talks with Coca-Cola. The smoothie manufacturer seems to be planning to sell off a stake of its business to the global brand monolith. Could this be a good tactical move for the Innocent brand, or is it merely all about the money?

Jim Prior was asked to comment on whether he thought it was a good move for the brand. Read the article, in full, here.