Innocent is to make an emotional message - rather than individual products - the core of its marketing activity under a new strategy revealed this week.
Launching in January under the strapline ‘Tastes good, does good’, the £3.5m campaign is designed to highlight the drinks’ taste and that the business gives 10% of its profits to charity.
Developed by agency 101 and Innocent’s in-house creative team, a TV ad shot in Uganda will tell the story of Joseph, a boy whose family was helped by donations from the Innocent Foundation.
“When we looked at our campaigns over the past few years, we felt each was quite rational and product focused,” said Innocent MD Dave Pickup. “Having a more joined-up approach ensures we have a communication vehicle that works across everything we do and make.”
Sales of the overall Innocent brand have grown 7.4% year on year [Nielsen 152 w/e 12 October 2013]. While this performance has been driven by its not-from-concentrate (NFC) juices, Innocent said it was committed to supporting and developing its smoothies range.
“Our smoothie business is absolutely core to what Innocent is about,” said Pickup. “We will implement customer marketing promotions, sampling activity and NPD.”
He added that he was expecting growth in smoothies and NFC juices. “This will be fuelled by innovation,” he said. “We’ve got new kids’ recipes and campaign ideas and, for the first time, we’ll be offering our kids drinks individually in supermarkets.”
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