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Innocent Drinks ad changes tune on Earth’s inevitable destruction


By John McCarthy, Opinion Editor

May 19, 2021 | 3 min read

Innocent Drinks’s latest marketing drive ‘Little Drinks, Big Dreams’ details how we’re singing and dancing to the world’s end – all in cartoonish fashion. This new brand platform is designed to remind ‘a new generation of drinkers’ about its social drive.


Innocent Drinks’s latest TVC shows a boat of people singing and dancing their way to extinction

Mother London’s TVC tells an uplifting story of how we can save the world – but it’s not as positive as it may sound, at least initially. It shows a boat of people singing and dancing their way to extinction. However, brand mascot Otter takes control of the ukulele and changes up the song.

The cute animation style from artist and illustrator Matt Blease helps bridge the contrasting tones and sell the brand’s role in the mission to save the Earth, all while making use of Innocent’s new visual identity,

Innocent describes itself as “the original purpose-driven drinks brand” – and that has some credibility. It was well ahead of the curve on preaching the benefits of sustainable businesses and healthy organic produce. It’s best remembered for knitting hats to tackle loneliness for Age UK, and building a new carbon-neutral ‘Blender’ in Rotterdam to produce juices and smoothies. It is committed to giving 10% of profits to hunger charities and will be fully carbon neutral before 2030.

There’s also a bold out-of-home campaign running in sync with the TVC.


Douglas Lamont, chief executive of Innocent Drinks, said: “The launch of Innocent’s Little Drinks, Big Dreams is an important moment for us. It gives us a platform to talk about the many fantastic initiatives within the company – from carbon reduction to recycling, sustainable farming and helping people and communities – sharing information and what we’ve learned along the way and hopefully inspiring others.

“This year is shaping up to be a major opportunity for UK businesses to look beyond the pandemic towards the sort of world we want for ourselves and future generations.”

Vote for it below in our Creative Works.


Innocent: Little Drinks, Big Dreams by Mother London

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