Event TV: Inside the Coconut Watering Hole with Innocent's Jamie Sterry

Event caught up with Jamie Sterry, Innocent's brand activation manager, at the drinks company's Coconut Watering Hole on Tuesday (11 July).

Sterry explained how the activation, which was devised alongside agencies Push and The Romans to promote Innocent’s new Coconut Water variety, fitted with the brand’s wider communications strategy.

"Broadly as a brand we like to help people live well," he said. "We don’t just like to advertise, we want to do things that add value and enhance people’s everyday experience.

"Here with Coconut Water we’re doing nothing more complicated that creating a simple space for people to come and hang out, have a better lunch break and enjoy their day."

The brand added in a modern-day twist to the trial exercise, by requesting that guests submit mocktail orders through Instagram. Each mocktail on the menu was given an emoji code that visitors were asked to upload in the caption of their filtered photos.

"Emojis are the fastest-growing language in the world right now," Strerry explained. "We thought it would be interesting to experiment with them and use them as a kind of currency."

The Innocent Coconut Watering Hole was open to the public for just one day in London’s Shoreditch.

In May, Innocent hosted a 'digital detox' festival in Kent, while last year saw the brand create a pop-up supermarket in London.

More: Event Sessions - Brands must not compromise experiences for ROI

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