ABOUT

Overview.
Innocent Smoothies are really good for you. However in a crowded marketplace full of sugary fruit drinks, which sound healthy but are often no better than soda, Innocent was concerned consumers might wrongly assume its products are no different. The smoothie maker asked us how we could help differentiate it from other brands on the market.

We presented Innocent with a campaign consisting of a series of short films designed to teach people about the different positive health benefits of its smoothies.

Healthy eating benefits.
The headline film for the campaign was a simple, charming animation using cut-outs of fruit and veg set against drawing colourful and decorative backgrounds in keeping with Innocent’s brand image, which we produced in AfterEffects. All sound design was done by us in-house and the film uses one of Innocent’s real nutritionists to voice the film and convey the health benefits in an easy-to-follow and humorous way.

We knew that simply listing off health benefits wouldn’t resonate enough, so our script focused on explaining why Innocent smoothies are good for you. The film explains the difference between naturally occurring sugars found in fruit and adding extra to sweeten the taste, how Vitamin C helps us absorb iron from our food and why each bottle containing 2 of your 5-a-day could help save your life.

Responsible sourcing.
More and more people are taking an active interest in where the ingredients in their food come from and are no longer tolerating poor conditions for workers. Innocent has always used sustainable ingredients from responsible sources and we saw an opportunity to highlight this.

We produced several mini-documentaries about the various fruits used in Innocent’s drinks, including Brazilian acai, Polish strawberries and damsons from right here in the UK.

Easy Squeezies.
Innocent also creates healthy snacks for kids called Squeezies, which contain 100% pure crushed fruit in a squeezable tube. We interviewed a class of 7-year-old children about what they thought of Squeezies and shared some facts about it.

We focused on how it’s a snack, not a fruit drink and how there is no sugary yoghurt added – separating it from lots of other similar snacks on the market. In short, Squeezies are free from any extra added rubbish. As it turned out the children noticed there were lots of other very silly things, such as woolly mammoths, which aren’t in Squeezies either.