Innocent’s Wooly Hats
January 2003. Innocent co-founder Adam has an idea.
“What if we ask customers to knit hats for our smoothies?”
Everyone laughs. Twenty years later…
• 11 million hats knitted
• £3 million raised for Age UK (to keep older folk warm)
• Too much PR to count
“It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.” — Bill Bernbach