Reputation management guru Phil Hall, founder of PHA Media and previous editor of the News of the World, gives his verdict on how his client Innocent's reputation will fare following Coca Cola buying a 20% stake in the business - to many raised customer eyebrows.
Hall claims that Innocent's ethical background will not change because of the takeover, and challenges the presumably very uncomfortable widespread view that global conglomerates are by default unethical somewhere along the chain.
Hall points out that Coca Cola will give Innocent the leverage it needs to extend its reach across Europe and to roll out the brand and products potentially even further.
From a business point of view, this makes perfect sense. But is Innocent damaging its brand and jeopardising its core ethos? Smarta discusses the issue further here.