innocent Drinks Experiential Campaign
innocent Drinks
Experiential Campaign
The brief
innocent Drinks, the UK's number one fruit smoothie brand, wanted to further differentiate itself in the cluttered juice and health drink category by communicating the health properties of the fruit used in its smoothies.
BEcause was tasked with devising a brand experience campaign that would support innocent's ATL campaign and introduce as many busy 'on the go' consumers to its smoothies as possible, including families with young children, whilst:
- Communicating the health benefits of innocent smoothies vs regular juice
- Allowing consumers to discover the great taste of innocent smoothies for themselves,
across both the core and Superfoods range.
- Bringing the unique innocent brand to life.
- Encouraging purchase.
The solution
BEcause tapped into the nation's New Year health resolutions with a quirky experiential marketing campaign entitled 'Big January'. The roadshow visited strategic train and shopping centres across the UK.
At the shopping centres, a theatrical set was created, featuring real grass, picnic style seating, displays of fresh fruit and product, and a backdrop incorporating the ATL creative - all combining to create a perfectly on-brand innocent experience.
Charismatic Brand Advocates chatted to consumers about the health benefits of innocent smoothies, and invited consumers to try a free sample. Consumers were also given money-off coupons and encouraged to enter a competition to win a year's supply of smoothies by writing a short description of how they would make 2007 better. Costume characters dressed as innocent smoothie 'wedges' dded to the fun for kids.
A scaled-down sampling experience was staged in the train stations, reflecting the shorter dwell-time of rush-hour train commuters, with Brand Ambassadors distributing 250ml bottles in their thousands.
innocent Drinks, the UK's number one fruit smoothie brand, wanted to further differentiate itself in the cluttered juice and health drink category by communicating the health properties of the fruit used in its smoothies.
BEcause was tasked with devising a brand experience campaign that would support innocent's ATL campaign and introduce as many busy 'on the go' consumers to its smoothies as possible, including families with young children, whilst:
- Communicating the health benefits of innocent smoothies vs regular juice
- Allowing consumers to discover the great taste of innocent smoothies for themselves,
across both the core and Superfoods range.
- Bringing the unique innocent brand to life.
- Encouraging purchase.
The solution
BEcause tapped into the nation's New Year health resolutions with a quirky experiential marketing campaign entitled 'Big January'. The roadshow visited strategic train and shopping centres across the UK.
At the shopping centres, a theatrical set was created, featuring real grass, picnic style seating, displays of fresh fruit and product, and a backdrop incorporating the ATL creative - all combining to create a perfectly on-brand innocent experience.
Charismatic Brand Advocates chatted to consumers about the health benefits of innocent smoothies, and invited consumers to try a free sample. Consumers were also given money-off coupons and encouraged to enter a competition to win a year's supply of smoothies by writing a short description of how they would make 2007 better. Costume characters dressed as innocent smoothie 'wedges' dded to the fun for kids.
A scaled-down sampling experience was staged in the train stations, reflecting the shorter dwell-time of rush-hour train commuters, with Brand Ambassadors distributing 250ml bottles in their thousands.
