Innocent readies “biggest ever” marketing campaign

Innocent has launched its biggest ever multi-platform marketing campaign to position its smoothies as a healthy alternative to snacking.

/v/r/y/InnocentCape.jpg

The £2.7m campaign includes a TV advert with the new strapline “here to save the peckish” and features a caped superhero smoothie bottle appearing to the backing track of Queen song Flash’s Theme – the soundtrack to the Flash Gordon film.

Marketing director Thomas Delabriere says: “Historically we have seen a huge peak in our penetration in January. People reappraise what they do in terms of eating and health after the excesses of Christmas and our sales always peak at this time.”

The TV ad will run from January and throughout the year and features several people at home, travelling and at work trying to avoid tempting unhealthy snacking. A caped Innocent smoothie bottle suspended on strings then flies in on each occasion to a dramatic backing track.

Delabriere says: “I’m confident this campaign will work. For the first time we are sending out a new message, rather than focusing on the health benefits and ingredients, we are giving people a clear occasion as to when and where to drink their smoothies.”

Accompanying the TV ad will be a poster and digital campaign, supported by a dedicated website, iPhone application, on-pack and in-store activity all rolling out throughout the month of January.

Innocent is working on the campaign in partnership with Rainey Kelly Campbell Roalfe/Swarm @ RKCR/Y&R which it appointed in October this year.

In April this year Coca-Cola increased its stake in Innocent Smoothies from 18% to 58% to become the majority shareholder as it looks to capitalise on the orange juice market.

Growth of 14% on the previous year saw Innocent become the biggest smoothie brand in the UK with 75% of the market share.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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