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Challenge

People were swift to fall in love with innocent; but when you’re great, others are quick to imitate. Amplify were challenged to remind those that knew the brand why they loved innocent, and to share their story with a new generation of fans.

Insight

Consumers love a brand with a feel-good story and innocent’s is the chief difference between them and other similar products in an ever-populating marketplace.

Strategy

Reaffirm brand values in the eyes of key influencers, whilst also getting the product back into the hands of everyday consumers across London.

Solution
innocent inspires. Five ‘innocent Inspires’ talks, the topic of each motivated by different pillars in the innocent story: taste, health, ethics, creativity and entrepreneurialism. Speakers included Olympic gold medallist, James Cracknell; model and ethical campaigner Laura Bailey; DJ and festival organiser Rob da Bank; Michelin-starred chef Ollie Dabbous; and innocent’s own Richard Reed.

We supported this through ‘moments of goodness’, by delivering thousands of chilled smoothies to offices across London during the week, and taking over Wilderness festival at the weekend.