Buy One, Get One Tree

It's not cool to like Innocent anymore in the brand business.

Having been the poster brand for a back to basics goodness and clear voice, Innocent got used in so many presentations that we all gave to each other that it's now taboo.

It's like using Apple as an example - it implies you haven't really tried hard enough to find something interesting to say.

Well, I'm going to invite scorn anyway because they still do lovely things and it's not their fault that

a] we all overused them

and

b] so many people have poorly copied what they did and continue to do

Buy  One, Get One Tree is a lovely initiative where they plant a tree for every specially marked pack purchased and there's a virtual forest where you can see your tree and a treeometer to see how many have been planted.

There's even a widget for your blog to show how many you've planted by proxy.

Sustainability is built into Innocent, product and brand [if that distinction makes any sense], but these sort of initiatives shouldn't be the reserve of the few.