It's interesting to watch the diffusion of news and chatter as a story breaks.
Coca-Cola takes a £30 million stake in innocent. Most of us will have heard this first from the media, or will have checked the media for verification. You can also read innocent's news release (note the carefully worded title). Round one to the media.
Then the chatter and analysis begins. Many are comparing this to those other niche, eco brands taken over (or bought into) by large corporations: Ben & Jerry's, Body Shop, Green & Black's. There's some discussion on blogs, but the most telling contribution is that of Stefan Stern for the Financial Times. Round two to the media.
For the authentic, instant and unmediated reaction of the crowd, we turn to twitter. 'No, not innocent at all. Am thinking about a boycott!' Nick Band, a PR consultant, manages to be literary in 140 characters: 'Age of Innocence over as Coke buys Innocent'. Many more take a similar theme. Round three to the people.