Innocent launches £3m campaign to promote juice range

Innocent has kicked off a £3m campaign for its juice range, promoting the “lengths it will go to” to get the best taste from the fruit it uses. The multichannel campaign marks the latest stage in its overarching ‘tastes good, does good’ campaign which launched in January, and will run across TV, outdoor and digital channels.Innocent worked with creative agency 101 to deliver the campaign, which features two TV ads, filmed at its “fruit towers” in India and Germany. Each focus on demonstrating how the juices are made and the “devotion” that goes into the process of creating an Innocent juice. Dave Pickup, UK managing director said: “We were all really proud of the work that January’s campaign did to land the message that innocent does good – both because our drinks are full of good stuff, but also because we give 10 per cent of our profits to charity. "With this latest campaign, we hope to really emphasise the tastiness of our drinks, so people really understand that innocent tastes good and does good things too.”

innocent Juice / Apple TV from 101 London on Vimeo.