Smoothie brand gets new year boost

INNOCENT HAS launched a new campaign for their on-the-go smoothie range.


The £1.1 million multi- media campaign is being used to promote the message that each smoothie contains two of people’s five-a-day.


Following a tough couple of years at the start of the credit crunch, innocent juice and smoothie ranges stormed back in 2012 growing 42%, helping to secure an annual turnover of over £235 million.  To continue to drive this momentum in the chilled drinks category, innocent will be committing £14 million to brand investment as it looks to reignite its marketing. Its budget has been boosted with investment from Coca Cola, which has a majority stake in the company.


The first campaign of 2013 will target shoppers and commuters on-the-go with press and outdoor adverts and digital activities.


“New Year is a key time for us; it is when consumers reassess their habits and look to make healthier choices,” said Douglas Lamont, marketing director at innocent. “Innocent has a unique position appealing to consumers who are looking for more ethical and engaging brands and we are focused on encouraging them to do themselves some good, and showing how easy it can be.”