After a Greenwashing Ban, Innocent Gets a Fruity Ad Makeover

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

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Coca-Cola-owned innocent Drinks has unveiled its major pan-European campaign since 2022, touting the nutritional value of its ingredients with a playful push, “Even More Innocent.”

The work follows an 18-month hiatus from big budget ad campaigns, with Innocent using the end of a strategy cycle to regroup and sharpen its proposition. It also comes just over two years after the U.K. Advertising Standards Authority (ASA) banned an ad from Innocent for “misleading” consumers about its sustainability practices.

Innocent’s

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