(The Drum, 2020)
Do you hear a friendly voice coming from a brand when you’re reading content?
Do you notice their tone or language?
After researching the psychology behind brand colours and how to visually show a brand, this blog will explore tone of voice and language in writing on social media, with a study of Innocent Drinks.
(Alf. Mizzi & Sons (Marketing) Group, 2020)
Innocent Drinks Approach
Have you noticed that Innocent smoothie adverts sound like a real person?
(Innocent Drinks, 2020)
Innocent's Tone of Voice
Innocent Smoothies translate their personality into a friendly, humourous tone of voice online which sounds like we are having a conversation with our friend or family member who is talking about the drink rather than a corporation. Their language follows what you would hear day to day in conversation rather than using tricky technical words or sales pitches, an idea that Innocent poke fun at with this Mona Lisa image. Humour is a big part of their personality and you can see it see here when they made fun of their target demographic who know about how Instagram is picked at for humour and about the phenomenon of Avacado toast and the confusion over why it's so popular that makes it made fun of also.
(Innocent Drinks, 2020)
Their choice of language is informal and conversational which shows them in a down to earth light, which is a unique offering on social media compared to the more serious toned messages that exist from other companies.
(Alf. Mizzi & Sons (Marketing) Group, 2020) (Innocent Drinks, 2020)
Innocent's Familiar Voice
We can hear a familiar voice when language is consistent all social platforms. Customer service specialist Paula at Harvest Media suggests,
Consistency on social media doesn’t have to mean “dry” — aim to keep your posts trustworthy and familiar. Your viewers should recognize your brand quickly each time they see your posts, and think to themselves, “This sounds like the same person talking to me each time.”
(Harvest Media, 2020)
Innocent have built a recognisable voice that is down to earth and trustworthy and we in turn feel confident purchasing from them. For a brand that prides itself on using only natural ingredients that are good for you in their products, I feel their very casual, friend to a friend, tone of voice could be a crucial way a buyer see’s them as transparent and can build trust them, that may have contributed to their success.
Drinks, I. (2020). Innocent Drinks. [online] Facebook.com. Available at: https://www.facebook.com/pg/innocent.drinks/posts/ [Accessed 7 Mar. 2020].
Twitter.com. (2020). innocent drinks (@innocent) on Twitter. [online] Available at: https://twitter.com/innocent?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor [Accessed 7 Mar. 2020].
Haas, B. (2020). How Innocent Reassures Me About The Future Of Coca-Cola. [online] Seeking Alpha. Available at: https://seekingalpha.com/article/1739722-how-innocent-reassures-me-about-the-future-of-coca-cola [Accessed 7 Mar. 2020].
Alf. Mizzi & Sons (Marketing) Group. (2020). innocent drinks - Alf. Mizzi & Sons (Marketing) Group. [online] Available at: https://amsm.com.mt/brands/innocent/ [Accessed 7 Mar. 2020].
The Drum. (2020). Innocent Drinks experiments with programmatic OOH buying to promote Super Juice range. [online] Available at: https://www.thedrum.com/news/2018/01/08/innocent-drinks-experiments-with-programmatic-ooh-buying-promote-super-juice-range [Accessed 7 Mar. 2020].