Be My Valentine…

valentine love letter, richard reed, richard williams, innocent smoothies, packaging


Dear Richard

In answer to your Brand Republic article

I feel a bromance coming on.

On this day of all, I’d like to tell you how much I love you.

You are the first significant business person, since marketing became besotted with social media, to say

“It is crazy how significant packaging is”.


What’s more, you went on to say “I think, realistically, for most FMCG products the packaging is more important than the product, it is how you get noticed and create desire, and impute what it is you are and stand for.”

Thank you for restoring this old man’s faith in the discipline he’s followed since 1974.

Yours in admiration.


Richard Williams


Williams Murray Hamm