VIDEO: Coca Cola 'haven't looked to change' us, says Innocent marketer

McEwan, acknowledging the concerns of Innocent consumers at the time, said people "recognise we do business in our own way", which, he said, hadn't changed since Coca Cola's investment.

He said: "The same people who worked for us before Coke invested continue to work for us now – the same people who made the big decisions five years ago are still the same guys making the big decisions now."

McEwan added that he had "never been challenged to prove ROI [return on investment]" of interaction with consumers through social networking sites such as Facebook and Twitter.

"There's a lot of people scrambling round in the marketing world to pull together fancy charts to prove a Facebook fan is more likely to buy your product. It's not something we overly concern ourselves with," he said.

You can hear more from McEwan on social media in our story earlier this week about how Innocent topped the latest Social Brands 100 ranking of consumer brands.

Video produced by Sarah Johnson and Ben Hall. Follow on Twitter @BRProducers

This article was first published on marketingmagazine.co.uk