The new ad, that features fruit characters that appear to fly out of the screen and carries the strapline “Innocent Smoothies for Kids – make fruit fun”, is the latest activity in Innocent’s spring Kids campaign.
Innocent has also overhauled its Kids website to engage with children on an ongoing basis. It has also just launched a TV ad campaign to promote the range.
The cinema ad will run alongside 3D animation film Rio from today (8 April) for two weeks. The ad was created by Turner Media Innovations, the company also behind the current Kids TV campaign.
Gurdeep Loyall, brand marketing manager for the Kids range, says: “3D cinema allows us to give a fully immersive experience… 3D ads really showcase the new creative, the highlight being the Bananaplane (pictured) which actually flies out of the screen towards you.”
Innocent claims sales of its Kids range are up 30% year on year. The smoothie maker says it plans to double the size of its entire business by 2012 by targeting a wider age group with new launches and fresh brand messaging.
The cinema campaign was planned and booked by Vizeum and DCM.