Innocent drinks: How applied consumer psychology helped find the sweet spot for one savoury proposition

This paper explains how Innocent, the drinks company, incorporated behavioural economics into its packaging design test to launch a new product in the UK.

Innocent drinks: How applied consumer psychology helped find the sweet spot for one savoury proposition

Olivia Taylorinnocent drinks

Behavioural economics has brought a new lexicon of terms that are demonstrably important in human decision-making e.g. 'heuristics', 'priming', 'framing' and 'loss aversion'. However, just how many of us really understand how to apply these into meaningful insights to drive brand success?

This case study outlines the work that innocent carried out with psychologist Phil Graves to aid development of a Cold-Pressed Fruit & Vegetable juice.

The background

Living a fulfilled and 'well-thy' life is increasingly on the agenda of the...

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