Watch Innocent’s ‘Chain of Good’ ad here

Innocent, the Coca-Cola-owned smoothie maker, has launched a £3.5m multichannel campaign, switching from its usual January product-based messaging to a push highlighting its brand purpose.

Video: Innocent Chain of Good TV ad

A TV ad launched last night (2 January) highlighting Innocent’s “Chain of Good”. It depicts how a man called Mark buys an Innocent smoothie, which “tastes good” and “does him good”, but also does “others good” as Innocent donates 10% of its profits to charity.

The spot, created by ad agency 101, then explains how Innocent’s partnership with the Send a Cow international development charity helped raise funds for a Ugandan family to buy their son a bike to attend school and realise his dreams of becoming an engineer.

A dedicated Chain of Good website has launched alongside the TV ad, detailing other success stories from the Innocent Foundation. 

The site also reveals Innocent is to unveil some extra content, this time about the “Chain of Not Good” which appears to star a pair of alpacas on 16 January.

Dave Pickup, Innocent’s UK managing director, said last month the new campaign is “the perfect way to share the promise that comes with everything we make”. 



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