Sustainability

Innocent Maps Out Plan to End Ad Industry Greenwashing

The drinks brand aims to create a framework to help nervous advertisers navigate green marketing

Miles Da Silva Smith aged 5 in a ‘wild’ Trafalgar Square, as it is covered in plants and flowers to launch innocent Drinks’ ‘The Big Rewild’ campaign, an initiative to rewild and protect 2 million hectares of land. — Innocent launched its 'Big Rewild' campaign in London this week.David Parry/PA Wire

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In February, Innocent Drinks had a “misleading” promotion banned by regulators for exaggerating its positive environmental impact. Now, as it launches a campaign entirely focused on sustainability, its CMO wants to collaborate with the wider advertising industry to ensure brands aren’t scared to speak out about green initiatives.

Recently promoted from marketing director, the Coca-Cola-owned brand’s CMO Kirsty Hunter said advertisers needed “more consistent guidance” they could get behind when it came to marketing sustainability claims.

“My