Innocent launches first TV ad campaign for This Water

This Water, the fruit drink brand owned by Innocent Drinks, launches its first TV ad campaign next week.

The creative seeks to show the affinity between fruit and water, highlighting the drink’s blend of the two. The TV ad and posters feature real lemons, limes, oranges, raspberries and apples basking in the refreshing qualities of water.

This Water marketing manager Sarah Smart says: “The media plan addresses consumers at points when they will really want refreshment – when the sun is shining.”

The outdoor campaign includes heat-activated digital posters which automatically light up when the temperature reaches 22 degrees centigrade.

Innocent Campaign
Innocent Campaign

The TV ads use 80s pop star Billy Ocean’s ballad “Suddenly” to demonstrate the “love” between fruit and water.

The ad was created by freelance creatives hired by the Gallery Network. This came after This Water parted company with its ad agency Hurrell Moseley Dawson & Grimmer earlier this month.

However, a This Water spokeswoman denies the campaign has been created in a hurry and claims the brand team has been working on it “for months.”

This story first appeared on pitch

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here