This is cracking idea from drink brand Innocent
in the UK. It started in 2003 when a guy drinking an Innocent bottle saw a little hat design that was part of the logo. He decided to knit a hat and place it on the bottle. Today Innocent the UK's smoothie brand have taken on a knitting initiative called The Big Knit and are hoping to have 650,000 Innocent bottles each covered in a knitted hat made for free by the general public. When you buy a bottle of innocent juice with one of these little hats on it Innocent give 25p to their charity which then goes to support charities who provide knitted warmth for the elderly. They are hoping to pass on 1.5 million dollars this year. This is a wonderful initiative which pulls upon a number of trends that are happening in brand today. Being more than a brand and helping the community, crowd-sourcing to the general public to be a part of it, the communications through social media and generosity
by doing the right thing because its the right thing to do. This is a very cool brand and they tick a lot of the boxes.