Why Innocent Was Found Guilty of Greenwashing and Why It Matters

The brand saw 26 complaints against its ad, which painted a picture of a more eco-friendly world

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Innocent—the Coca-Cola-owned drinks brand which claims to produce “natural, delicious drinks that do good for the planet”—has seen its animated “Little Drinks, Big Ideas” campaign banned by the Advertising Standards Authority (ASA) in Britain. This could impact the future direction of its and other brands’ environmental marketing messaging as a result.

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