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Innocent’s Chain of Good Analysis

Michael Albanese

14th January 2014

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How does a young man buying a drink in England help a young man in Uganda achieve his dream?Innocent Smoothies' new advertising campaign explains the connection, and in doing so, it helped my class to understand how to fully develop a point, this led to deafening applause from the whole class and a subsequent call of "Oh Captain! My Captain" whilst most students climbed onto their desks! An ancillary benefit was that they could justify which was better, Innocent's Corporate Social Responsibility or Innocent's Marketing Campaign.

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Michael Albanese

Assistant Curriculum Lead for Business and Law at Solihull Sixth Form College

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