Magazine article Marketing

A Marketing Promotion: Outdoor Campaign of the Month - Innocent

Magazine article Marketing

A Marketing Promotion: Outdoor Campaign of the Month - Innocent

Article excerpt

- What was the idea?

Innocent launched a pounds 3.5m campaign in January looking to promote its new 'Tastes good, does good' proposition. The activity celebrates the 'Chain of good' that begins with an Innocent drink and aims to highlight the charitable donations (10% of profits) that the brand makes to help people around the world.

The 'Chain' represents the wide array of benefits that stems from enjoying an Innocent smoothie: from its good taste, through it being good for its consumers and on to a wider good through worldwide charitable donations in the areas where the fruit used in its production is grown.

- What was the strategy for the campaign?

Innocent was looking to provide a more 'joined-up' marketing strategy, one that ensures there is a communications vehicle that works across everything the brand does and makes.

The multichannel campaign ran throughout January across TV, outdoor and digital. A 60-second ad tells the story of Joseph, a boy whose family was helped by Innocent's partnership with the development charity Send a Cow. …

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