Innocent has launched its first pan-European multi-channel campaign in over 18 months, spotlighting how innocent has got “even more innocent” and squeezing even more vitamins into its creative, and products.
Created by Neverland, the campaign kicked off in the UK on April 15 with spots on social, online video and across OOH sites.
The key message is that none of the adverts are able to fit all the benefits from the drinks, with each ad running out space or time before everything can be covered.
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The “even more innocent” branding aims to highlight the brand’s super smoothies, as part of its wider ambitions to lead in the functional drink space.
It follows on from a TfL campaign from the brand which took commuters underground (literally), to highlight soil health and how it plays in to nutritional value.
In 2022, an innocent ad was banned by the ASA over a misleading environmental claim, for implying that buying the product meant that people were helping “fix up the planet”.
“We’re passionate about spreading the power of fruit and veg. We know that most of us need to get more of it and we have an important role to play in getting the message out there,” said innocent chief marketing officer Kirsty Hunter.
She continued: “Our drinks are an easy and delicious way to get more fibre, vitamins, minerals and phytonutrients into our diets, offering lots of different health benefits.”
“Through this campaign, we want to encourage everyone to enjoy the variety of these different coloured fruit and vegetables as part of a healthy balanced diet.”
