After a Greenwashing Ban, Innocent Gets a Fruity Ad Makeover

Apr 22nd '24

CMO Kirsty Hunter believes the juice will be worth the squeeze as smoothie-maker sharpens its purpose.


When the Advertising Standards Authority hit Coca-Cola-owned Innocent Drinks with an ad ban for “misleading” consumers about its sustainability practices, the brand used the moment to hit pause—an 18-month one at that—on its advertising.


Innocent’s CMO, Kirsty Hunter, told ADWEEK the business used its break from big budget advertising to take a “step back” and get “really clear” about its purpose, vision and long-term goals.


Now that Innocent has regrouped, it’s back with its first major pan-European campaign since 2022. The smoothie and juice maker is touting the nutritional value of its ingredients with a playful push, “Even More Innocent.”


“Sometimes when you’re growing, you keep adding stuff on to [your marketing strategy], but it’s important to take a moment and ask, ‘Where are we going?’ and ‘What are we trying to achieve?” she said.


Read full article, here.


Source: Adweek


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