This January, innocent's caped superhero will make its screen debut as part of its biggest ever marketing campaign. Launching across the UK on 3rd January this TV campaign is the first by newly appointed Swarm@RKCR/Y&R, and will also include poster and online executions.
With the strapline ‘here to save the peckish’, the campaign aims to show how innocent smoothies are a tasty way to be healthy when you’re feeling peckish – at a time of year when people are trying to work off the excess from Christmas and improve their diets.
Thomas Delabriere, Marketing Director at innocent says "Last year's campaign did a great job of communicating our 2 of your 5-a-day message and 66% of chilled juice drinkers are now aware that a glass of smoothie provides you with 2 of your daily fruit and veg portions. As a result of the campaign’s success, the business has shown significant growth and we have a new message to communicate in 2011. Our new campaign features a caped innocent smoothie superhero, saving us from the temptation of unhealthy snacks and offering us a healthier way to beat that feeling of peckishness – all to the tune of a fruitier version of Queen’s famous Flash Gordon.”
Damon Collins, Executive Creative Director at RKCR/Y&R says “As an agency we are incredibly excited to be working with innocent. It’s a business we admire and full of people we really like. We were tasked with creating an integrated campaign to generate real fame whilst staying true to the brand’s home-spun image. The silliness of such a dramatic song combined with the use of home-made props with strings etc all on show, feel appropriate to innocent and its heritage of un-addy ads.”
Innocent is investing over £2.7m in the campaign which will launch in January and run throughout the year. The TV, poster and digital campaign will be supported by a dedicated website, i-phone application, on-pack and in-store activity.
Launched eleven years ago, innocent is the number one smoothie brand in the UK with a market share of over 75%. The past year has seen the smoothie sector grow by 11%, the biggest increase across the ambient and chilled juice category and innocent grew by 14%, outperforming the rest of the chilled juice sector.
Nielsen, % Value Sales YA to 30.10.10
 Nielsen, MAT % Chg, MAT TY WE 30.10.10
Nielsen, Value % Chg YA, MAT TY WE 30.10.10