The Challenge
Innocent is a well-established smoothie brand. But why should consumers choose Innocent over the cheaper alternatives on the refrigerated shelf?
The Goal
Greater brand awareness and a clearer understanding of the brand’s unique selling proposition (USP) compared to competitors.
The Idea
Innocent Drinks positions itself through its social and sustainability initiatives—from donations and partnerships with organizations like Age UK to promoting mental health within the company. It is precisely this purpose that serves as the creative guiding principle.
The campaign playfully portrays Innocent as “guilty”—guilty of doing good, guilty of being CO₂ neutral, guilty of taking responsibility. Inspired by the fascination with crime shows, the products themselves become “perpetrators”: The bottles are given personalities and symbolize their “crimes”—except that these are exclusively positive.
The result is an attention-grabbing concept that defies expectations, uses humor, and simultaneously communicates the brand’s core values clearly and entertainingly.
OOH
The Idea
Innocent Drinks positions itself through its social and sustainability initiatives—from donations and partnerships with organizations like Age UK to promoting mental health within the company. It is precisely this purpose that serves as the creative guiding principle.
The campaign playfully portrays Innocent as “guilty”—guilty of doing good, guilty of being CO₂ neutral, guilty of taking responsibility. Inspired by the fascination with crime shows, the products themselves become “perpetrators”: The bottles are given personalities and symbolize their “crimes”—except that these are exclusively positive.
The result is an attention-grabbing concept that defies expectations, uses humor, and simultaneously communicates the brand’s core values clearly and entertainingly.
Storyboard Social/Commercial Clip
Activation/Guerilla
Execution
(360° Campaign)
The campaign will be executed across multiple channels and includes social media clips, a TV commercial, audio ads, out-of-home advertising, and interactive activities in public spaces.
Since Innocent Drinks appeals to a broad target audience, the concept will be rolled out strategically across various touchpoints to achieve maximum attention and reach.
Social Clips: Short formats show the “conviction” of the smoothies for their good deeds—they end up on the refrigerated shelf.
Commercial Clip: The main film recounts the entire court hearing and brings the “charges” as well as the Innocent Crew’s reactions to life.
Audio Ad: In the style of a true-crime format, the case of the “Innocent Crew” is told—convicted for doing too much good. Sentence: several years on the refrigerated shelf.
Posters (OOH): The smoothies appear as mugshots and are staged as members of the “Crew.”
Activation (Guerilla): Photo stations in major cities allow people to create and share their own “mugshots” with a smoothie.