Byte Insight
Your innocent smoothie or juice is loaded with fruits, vegetables, and vitamins, so it’s hard to fit all that goodness into one ad campaign. To achieve this goodness, Neverland helped create a creative spot that focuses on the benefits of the drink.
This creative campaign is presented in several different formats, playfully highlighting the fact that an innocent drink can be full of deliciousness. In-store posters, social media spots, online videos, and outdoor posters feature copy listing the benefits of each drink, but ultimately fail because the length of Plus Points simply doesn’t fit with the advertising campaign. It ended in
Copying on the go is no longer necessary, and the predicament becomes a reality. Copy such as “Smoothie with more fruits, vegetables and energizing vitamins than can fit in this ad” speaks to the challenges Innocent faces in accurately expressing and showcasing the drink’s benefits. Playfully break the fourth wall by speaking directly to your audience. .
This campaign champions this product and relies on the power of fruits and vegetables. The World Health Organization recommends that he consume 400 grams of fruits and vegetables per day, but only 12% of Europeans consume the recommended amount per day. Innocent emphasizes the known health benefits by including images of juicy fruits and vegetables along with the cheeky copy.
The multi-channel campaign is the brand’s first major advertising campaign in more than 18 months and will launch in key European markets. By relying on the universal power of the benefits of fruits and vegetables, this campaign successfully reaches audiences across geographies.
The campaign was developed in collaboration with Innocent Drinks’ in-house creative team and creative agency Neverland. The campaign film was directed by Abby Stevens of Myth Symyth production house, and the campaign media was developed and purchased by his Essence Mediacom.
By focusing on products and communicating how their benefits are better than can be expressed simply, Innocent playfully speaks directly to the audience and harnesses the power of the undeniable goodness of fruits and vegetables. The cheeky spot is a reminder that sometimes more is more.
