What it had to solve
A pan-European launch, starting in the UK on 15 April 2024, to inspire consumers with the power of fruit and veg — against a backdrop where only 12% of Europeans hit the WHO's recommended 400 grams a day.
The idea
Because the drinks are so packed with goodness, none of the adverts can fit all their benefits — each runs out of space or time first.
How it works
A multi-channel campaign developed by innocent's in-house creative team with Neverland, with films directed by Abbie Stephens of MYTHSMYTH, running across in-store posters, social, online video and OOH poster sites, with media by EssenceMediacom.
What it did
innocent's first major campaign in over 18 months went live across major European markets from 15 April 2024; the write-up gave no performance figures.
Background
In April 2024, innocent Drinks launched 'Even more innocent', its first major advertising campaign in over 18 months, across major European markets starting in the UK on Monday 15 April. Created with agency Neverland, the multi-channel campaign playfully highlights how much fruit, vegetables and vitamins are packed into its juices and smoothies.
The central device is self-imposed scarcity: the juices and smoothies are so packed with goodness that none of the adverts created for the campaign can fit all the benefits. Whether on in-store posters, social, online video or OOH poster sites, each ad runs out of space or time before everything can be covered.
The campaign champions the super smoothies and iplus juices within innocent's wider ambition to lead the functional drink space, and leans on a sobering statistic: the WHO recommends 400 grams of fruit and veg a day, yet only 12% of Europeans get their recommended daily allowance. Films were directed by Abbie Stephens of MYTHSMYTH, with media planned and bought by EssenceMediacom.
Why it lands
Turning the format's limits into the idea makes the product claim — packed with goodness — physically demonstrable in every execution.
A joke that repeats differently in every format gives one idea a pan-European, multi-channel life without changing a word of strategy.
The functional-drink market rewards concreteness; vitamins named until the space runs out beat adjectives every time.
What you can take
When your product's virtue is abundance, let the ad format fail on purpose — a poster that cannot fit the benefits demonstrates them better than one that lists them.
Since then
As of the April 2024 write-up the campaign was rolling out across European markets from the UK launch on 15 April; no results figures were reported.
FOLLOW THE EVIDENCE