The brand’s winter campaign will feature a “Super Market” pop-up in London Bridge that will see Innocent launch its largest-scale product-centred sampling event.
Fifteen thousand bottles of Innocent’s Super Smoothies, the brand’s latest innovation, will be given out as part of a wider campaign to drive visibility and trial of the nutritious drink during the holiday season.
With the tagline “Show winter who’s boss”, the campaign promotes the drink as a way to fight winter colds, gloomy weather and late nights during the busy month of December.
The “Defence”, “Energise” and “Antioxidant” smoothies, which launched in-store last May, combine the fruits and vegetables of the brand’s core drinks with seeds, botanicals, vitamins and minerals.
Jamie Sterry, brand activation manager for Innocent, told Marketing Week that sales for the smoothie line are currently ahead of forecast.
“Sales have been promising on the back of trade and customer support, but little marketing spend,” Sterry says. “We’re hoping this campaign will carry on the sales momentum into 2015.”
Sterry says the campaign is part of a wider effort to tap into what he says is a consumer demand for healthy, functional drinks and food.
The pop-up will take place on St. Thomas’s Street, London Bridge on weekdays from 8 to 19 December and will be supported by billboards, buses and advertising spaces throughout London as well as print and digital media, with possible plans of extending to other regions in the new year.