Innocent Launches a New Advert Celebrating Its Juice Range

This May, innocent launches a brand new campaign celebrating the lengths they go to to get the best taste from the fruit they use.

The £3 million campaign will continue the successful ‘tastes good, does good’ campaign introduced in January, and will incorporate TV, outdoor and digital activity.

Two TV adverts, filmed on location in India, Germany and Fruit Towers, each tell a unique story of devotion necessary to ensure only the best tasting fruit goes in to an innocent juice. From Joachim in Germany’s secret apples, to Bedrulin India hand-turning mangoes every day for 7 days, these little acts of dedication ensure innocent juice tastes so delicious.

The campaign was once again developed in partnership with Catfish director Max Joseph and creative agency 101.

Dave Pickup, UK MD says, “We were all really proud of the work that January’s campaign did to land the message that innocent does good – both because our drinks are full of good stuff, but also because we give 10% of our profits to charity. With this latest campaign, we hope to really emphasise the tastiness of our drinks, so people really understand that innocent tastes good and does good things too.”

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