96 Breakthrough Branding A unifying element for the brand, according to Innocent Creative Director Dan Germain, is being "useful and interesting." 1 Innocent puts a heavy emphasis on being amusing in all its branding. It calls its London headquarters Fruit Towers. Innocent experimented with labels that listed ingredients such as "banana, orange, and a lawnmower." When they did a label that listed "plump nuns" among the ingredients, Innocent got some controversial publicity. It also received a reprimand from the United King- dom's Advertising Standards Authority asking them to change the labels or "start putting said items in your drinks." Nonetheless, it all makes for a great creation story and fun breakthrough branding that connects with its target audience, young, trendy twentysomethings. Innocent has been a wild growth story. After a few short years, it became the leading smoothie brand in the United Kingdom, has been on