Moving away from a focus on individual products, the new approach will see Innocent communicating to consumers on an emotional level, putting the Innocent brand at the heart of its campaigns under the strapline Innocent. Tastes good, does good.
The focus on brand-led marketing will provide Innocent with a consistent message that will support all of the brand’s plans for 2014, with NPD, innovation and brand-focused initiatives. January’s £3.5m campaign, which includes TV, outdoor, digital and experiential activity, aims to celebrate the ‘chain of good that begins when you enjoy an Innocent drink’.
The TV commercial was developed by the creative agency 101 in collaboration with Innocent’s in-house creative team.
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