Innocent in new magnet campaign

Innocent is looking to boost its engagement with children through a new on-pack promotion offering fridge magnets with every box of Innocent Smoothies for Kids.

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The alphabet magnets will be available from later this month, and the campaign will be backed by TV and online adverts.

The move aims to replicate the success of Innocent’s 2009 Back to School magnet campaign, and ads will aim to drive youngsters aged six to 11 to a dedicated website created by digital agency Public.

On the site, children will be able to play six Flash-animated games, hosted by one of the Innocent gang characters. They will also be able to register their collection of magnets, and obtain secret pack codes to boost their games points.

They will be able to swap any duplicate magnet they have and win prizes including scooters and Super Soaker water pistols.

Parents will be able to read information about the product’s health benefits on the site.

Gurdeep Loyal, brand manager at Innocent Kids, says: “We’ve seen our Kids’ smoothies business grow by over 10% in the first quarter of the year – and are excited to be bringing back our magnets, which were so loved first time round.”

Coca-Cola has just upped its stake in Innocent to 58%.

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