innocent will introduce a new long-term strategic approach to their consumer marketing with the launch of a brand new campaign this January. Moving away from a focus on individual products, the new approach will see innocent communicating to consumers on an emotional level, putting the innocent brand at the heart of their campaigns under the strapline “innocent. Tastes good, does good.”
The focus on brand-led marketing will provide innocent with a consistent message that will support all of innocent’s exciting and ground breaking plans for 2014 with NPD, innovation and brand focused initiatives.
January’s £3.5million campaign, which includes TV, outdoor, digital and experiential activity, celebrates the ‘chain of good’ that begins when you enjoy an innocent drink. An innocent smoothie tastes good (crammed full of all that delicious fruit) which in turn does you some good. But the good keeps going: because innocent gives 10% of profits to charity, people around the world lead better lives as a result.
Developed by the creative agency 101 in collaboration with innocent’s in-house creative team, the TV advert demonstrates exactly how the innocent chain of good works. Following a long-term partnership with international development charity Send a Cow, the advert was shot on location in Uganda and tells the story of Joseph, a boy whose family was helped directly by innocent Foundation donations. Joseph and his family star in the film, which was directed by Max Joseph (MTV, Catfish, Follow the Frog).
The launch of the campaign follows a strong 2013 where innocent enjoyed business growth of 7.4% riven by the continued success of the NFC juice business. Launching new additions to its ranges and increasing distribution points has ensured an NFC share increase from 7.4% to 10.4%. This success is set to form the framework for an exciting 2014.
Dave Pickup, innocent’s UK MD, says “2013 was a great year for us, and we have fantastic plans in place to ensure 2014 is another strong year. Our new marketing campaign is the perfect way to share the promise that comes with everything we make: tastes good, does good, does others good.”
Clare Hutchinson, 101 Partner and Head of Strategy, says “innocent is an amazing and inspirational company: we wanted to open up the windows and doors of Fruit Towers and share some of the brilliant things they do, so that when you buy an innocent, you know you’re getting way more than just a tasty drink.”