Innocent capitalises on January detoxing
Innocent plans to double its marketing spend to £14m in 2013 and is kicking off with a bid to inject fresh growth into its smoothie sales.
A £1m outdoor and press ad campaign starts this month, encouraging consumers to swap alcohol for smoothies as part of their detox regimes. The push features football-based straplines such as You 1, Jan 0.
Although smoothies were the largest part of the business, much of its 43.7% year-on-year growth to £205m [Nielsen 52 w/e 13 October 2012] had been driven by juice sales. “January is a critical time of the year for us,” said marketing director Douglas Lamont.