Innocent Smoothie's website (blog) is about as good as a brand gets to openning its doors to its consumers. It works because it's real. There are tens of staff members contributing - all of which would have 'innocent' written across their middles were you to take an axe to their midriff.
The content is interesting, honest, transparent, quirky, non-corporate - also focusses on 'giving something back' including charitable and environmental messages - just like the brand.
This is a brand that social media suits really well. You believe it.
I think its important to understand this in any social media strategy.
Choose your fights and choose what to have an opinion on. You'll have to sustain it and be credible, otherwise it can do more harm than good.
Oh and check out the hot healthcare/doctor Shilpee character. Yum.
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