Innocent Smoothies increased its spend by 184.8%. It kicked off 2011 with a £2.7m 'here to save the peckish' campaign, which will run throughout the year. The ads feature a caped smoothie saving consumers from unhealthy snacks.
"TV is a sensible long-term investment," says director of new ventures Douglas Lamont. Innocent's This Water made its TV debut in May. US brand POM Wonderful advertised on UK TV for the first time with three black and white adverts depicting Aphrodite, Eve and a warrior. The campaign ran for two weeks.
Fastest-growing brand Rubicon scaled back advertising by almost 40% but spent £5m on marketing, including sponsorship of Sky Sports' Summer of Cricket. The brand plans to build on its Rubicon Love Cricket campaign.
Focus On Juices & Smoothies