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Innocent Drinks

innocent looks to 'beat January' in £1.1m multi-media campaign

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By Ishbel Macleod, PR and social media consultant

January 8, 2013 | 2 min read

Drinks brand innocent has unveiled a £1.1 million multi-media campaign encouraging the public to ‘beat January’, focusing on its on-the-go smoothie range.

Created in-house, the campaign is the first of a planned £14m which will be spent by the brand this year to increase development, and will target shoppers and commuters on-the-go with press and outdoor adverts as well as a multitude of digital activities.

The above the line activity will also be supported with shopper marketing and strong in-store promotions.

Douglas Lamont, marketing director at innocent, says “New Year is a key time for us; it is when consumers reassess their habits and look to make healthier choices. 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.”

A hub on the innocent website includes interactive games, where users can undertake a January check-up, press the ‘dot of positivity’ and get buns of steel with an unusual exercise regime.

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