PR and marketing agency PrettyGreen has been appointed by Innocent Drinks to deliver influencer campaigns on a project basis with a focus on product innovation.
The move will see the London-based agency respond to a series of influencer briefs beginning with the launch of the ‘Spicy Content’ campaign, a “bait-and-switch play” on traditional teaser content promoting Innocent’s new Immunity Shot and Apple Cider Vinegar Gut Health Shot.
Targeting a Gen Z audience, the brand’s campaign will be driven by a sidekick strategy that positions Innocent’s shots as the solution to life’s ‘meh’ moments, helping consumers “feel 100% in their daily grind”.
The ‘Kids Juicy Water’ April half-term influencer campaign will follow this, aiming to educate parents on the new product innovation to help drive discovery and support in-store trials.
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Talking about the appointment, Sammy Albon, influencer director at PrettyGreen said: “We didn’t exactly play it cool. Innocent has been top of our wish list for a while, they’re creatively bold, full of purpose, not afraid to sound like actual humans, vibe with our values, and are a fellow B Corp.”
Anni Mueller, digital and social media manager at Innocent added, “I’ve been quietly admiring PrettyGreen’s work for a while (in a totally non-creepy way). After joining one of their panels on influencer marketing, I had a strong suspicion they knew what they were doing.
“Luckily, I was right. They’ve helped us match our playful and proudly ourselves tone of voice with the right creators and audiences – and made it all feel easy. We’re excited to keep the good stuff going.”
