Deep inside the v-shaped cranny formed by the folded top of the supermarket-sized pack of the Innocent smoothie we have in our fridge is this e-mail address, printed in tiny, barely readable text:
I think that is just hilarious, and burst out laughing when I read it. Who thinks of this stuff? Has it always been there, but I haven't been nosey enough before? Can you imagine the conversation between the chap from Innocent and the chap from TetraPak:
I: Can you print something here? Right up here, see, right up in this corner here?
T: Er, well, yes, I suppose so. But who's going to read that? Why? You people are crazy.
I: Great, cool, just do it.
T: [Walks off shaking head in dismay]
Why am I so impressed by this? Because it shows how Innocent are really trying to connect with each of their customers as an individual. When I see that tiny, weeny e-mail address printed in a place where (I think) no-one else could possibly read it, I think: "They are talking to me! Me!"
That's what it's all about these days - marketing is a conversation.