Innocent focuses on brand purpose in marketing switch

Innocent is moving from product-based marketing to brand campaigns that highlight its charitable donations as well as the nutritional benefits of its products as it looks to accelerate the growth it has enjoyed under Coca-Cola. 

Innocent will move away from product-led activity to focus on charitable work.

Starting from January, the brand’s marketing will highlight its brand purpose with a new strapline “Innocent. Tastes good, does good.”

A £3.5m TV, outdoor, online and experiential drive created in-house and with agency 101 demonstrates the “chain of good” that Innocent creates because it donates 10 per cent of its profit to charity.

A TV ad, for example, features a young Ugandan boy, Joseph and the story of how him and his family were helped by the brand’s partnership with international development charity Send a Cow.

A website, highlighting other examples will launch in January.

The campaign follows several years of steep growth. Quoting Nielsen numbers, the brand says total sales of its smoothies, juices and food increased 7.4 per cent in the year to 13 October. In October, Innocent was credited with helping Coca-Cola increase revenue in its last quarter despite challenging trading conditions, while it also emerged in the same month the brand had generated record revenue in 2012. 

Coca-Cola acquired all available shares in Innocent earlier this year. 

Dave Pickup, Innocent’s UK MD, says the “chain of good” campaign “is the perfect way to share the promise that comes with everything we make: tastes good, does good, does others good.”

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