Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

1. READ OUT LOUD
THE STORY BEHIND
- INNOCENT-
MAKE WAY FOR SMOOTHIES

2. BEFORE YOU START….
please look into your camera and tell
us slowly your name, city and
country… Then you can start reading
this paragraph out loud… Have fun!

3. We make sure that we make the most
of all our „contact moments‟ with the
consumer. For instance, when they
are holding the bottle is one such
moment. We use the playful design of
the bottle to emphasize our Innocent

4. identity. With funny texts and extra
ingredients such as „0 x plastic duck‟
we try to bring a smile to our clients‟
faces. But also the conspicuous grass-
covered Innocent cars contribute to
this.” Sympathy is what also brings the

5. company new growth possibilities. For
instance, one day while on vacation in
Costa Rica, Barney Mauleverer, one of
Innocent‟s sales managers, met Ynzo
van Zanten and Henk Jan Beltman, two
Dutchmen. They were so enthusiastic

6. about the product that they decided to
set up Innocent Benelux. But it isn‟t all
about fun at Innocent, as is evident
from the company‟s social involvement.
“10% of our profits go to the Innocent
Foundation, a foundation that

7. primarily supports projects in those
countries where we obtain our fruit.”
Also within the company, people are
encouraged to come up with socially
responsible ideas and to implement
them.

8. - END OF RECORDING-