Finally

I've found a brand over here in the States that means I no longer have to keep pointing at innocent drinks as an example of a) an interesting brand in a category full of uninteresting brands and b) using your product as media by having a great voice.  It's a first aid brand called help, and interestingly was launched by an ex strategist from Redscout (interesting in that it's another agency strategy guy doing their own thing and has some similarities with two of the founders of innocent being ex-ad men).

The brand has aspirins and bandages so far, but wonderful naming and packaging.

The packaging (which is more environmentally friendly than usual) has lots of great copy.

And the website has some great, simple marketing things like remedies to help you when you are in different states of boredom and T shirts you can design with your own  help message.

Comments

[Aaron Perrino]

Nice find...

[steve stokes]

At last! ;-) Perhaps he set it up because he became so fed up with always using Innocent as a case study...

[graham furlong]

good find.
one of the guys that founded Method was also a planner.