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New UK ethical fruit juice brand Good Natured launches its first TV ads this month as part of Viacom Brand Solutions’ (VBS) ‘Force For Good’ initiative.

The ten and 20 second TV spots will run on Nick Jr and Paramount Comedy during popular shows such as Dora the Explorer, Lazytown and Sex and the City. The VBS ‘Force For Good’ campaign, announced late last year, offers to match advertising investment pound for pound for organisations whose products or services promote social good.

Good Natured offers a strong proposition to consumers wishing to make an ethical purchase within the chilled juice category. All of the 100% Valencia oranges used in the company’s Pure Orange and Pure Tropical juices come from the Rainforest Alliance Certified Del Oro Farm in Costa Rica, and the products carry the Rainforest Alliance Certified seal. Research has also shown that because Good Natured is made from concentrate, its carbon footprint is some three times smaller than an equivalent ‘not from concentrate’ juice.

The TV ads feature Costa Rican farmers harvesting the Valencia oranges which are used to make Good Natured and will highlight the farm’s Rainforest Alliance Certified status – with the aim of reflecting the brand as a responsible, sustainable choice for ethically conscious families.

“The VBS ‘Force For Good’ campaign is a really exciting initiative to be involved with which we hope will help drive awareness of Good Natured and its ethical credentials," enthused Good Natured Co-Founder Greg Boyle. “We are confident that we have a great tasting product and the fact that it’s healthy too, contributing to your 5-a-day fruit and vegetables, makes it a good choice for families.”