Innocent Drinks unveils Emergency Mother's Day Cards following social media mantra to be useful and not ‘desperately shoehorn’ in product

Innocent Drinks has released four Mother’s Day cards on its blog and social channels in a bid to aid forgetful children who have forgotten about the special day for mums (Sunday 15 March in case you had forgotten).

The cards, which are printable when clicked upon on the blog follow the company’s wider policy to create engaging, useful content for the social media platform.

Joe McEwan, head of digital and communities at Innocent Drinks, told The Drum that the Mother’s Day content was born from the success of the Valentine’s Day and Christmas Day posts, the first of which ran a similar card scheme and the former an in-depth DIY Christmas decoration guide.

McEwan said: “We’d noticed how popular the simple format of good words on a card had proved for previous events, we have always loved words, and tried to write things that actually add value to someone’s day.

“From day one we talked to people on our packaging in an interesting, engaging way, so that’s something we continue to do on our social channels. Our ultimate goal on social is to create content that’s so good you’ll want to tap your mate on the shoulder to introduce it to them. We’re not interested in dull, generic content. There’s too much of that out there already."

He was critical of brands trying to inject their product into social media discourse for the sake of it: “We try to be useful – if you’re useful, you’re not dull.

"That’s why we reminded people it’s Mother’s Day on Sunday, offering them the chance to print the cards.

“There is a time and place to feature our drinks in our content – this wasn’t one of them. In my opinion, there are few things more tragic in the world of marketing than a piece of reactive content with a product desperately shoehorned into it,” he added.

The scheme was also pushed on Twitter via the Innocent Drinks handle.

This comes after Innocent launched a new ad central to its £3.5m ‘Chain of Good’ multi-platform campaign in January.

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