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Coca-Cola-owned innocent Drinks has unveiled its major pan-European campaign since 2022, touting the nutritional value of its ingredients with a playful push, “Even More Innocent.”
The work follows an 18-month hiatus from big budget ad campaigns, with Innocent using the end of a strategy cycle to regroup and sharpen its proposition. It also comes just over two years after the U.K. Advertising Standards Authority (ASA) banned an ad from Innocent for “misleading” consumers about its sustainability practices.
Innocent’s CMO, Kirsty Hunter, told ADWEEK the business used its break from big budget advertising to take a “step back” and get “really clear” about its purpose, vision and long-term goals.
“Sometimes when you’re growing, you keep adding stuff on to [your marketing strategy], but it’s important to take a moment and ask, ‘Where are we going?’ and ‘What are we trying to achieve?” she said.
The resulting campaign takes the brand back to basics to promote its Super Smoothies and iPlus drinks ranges. The positioning is aligned with Innocent’s business objective to get Europeans to consume a billion more portions of fruit and vegetables by 2030, because while the World Health Organization recommends eating 400 grams of fruit and vegetables a day, only 12% of Europeans are doing so.
Created by Innocent’s in-house agency and London-based creative shop Neverland, “Even More Innocent” showcases how much fruit, vegetables and vitamins are squeezed into each Innocent bottle; so much so that the marketing copy explaining the nutritional benefits barely fits on the posters or social posts.
The multichannel platform will run across all formats including TV, out-of-home and social. As well as supporting the brand’s fruit and veg ambitions, Hunter sees this push as an opportunity for Innocent to drive penetration among younger health-focused consumers.
“Our big strategic challenge is using this functional range to build awareness and do that,” she explained. “We’ve always had a really clear tone of voice as a brand,” Hunter added, saying she wanted to keep the creative brief simple to help Innocent excel within the “quite traditional” soft drinks category.