Smoothie Brand Innocent Serves Up a Daily Message

A Revamped Advent Calendar Becomes a Relevant and Useful Piece of Media

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Brand: Innocent
Brand Owner: Innocent
Product Category: Drinks (non-alcoholic)
Date: January 2006
Country: U.K.
Media Agency: PHD Rocket
Other Agency: Lowe
Media Owner: The Guardian

Like many healthy products, January is a big time for Innocent, the U.K.'s largest smoothie brand. The post-holiday recovery period presents a good time to get the brand's message across. This year, it splashed more than $1 million on seasonally appropriate advertising including TV ads, outdoor and online but the element of the campaign that gets it a place in Cream is the world's first healthy advent calendar.

Click image to see entire ad.
Each window on Innocent's 'Advent' calendar provided a small exercise and made the point that Innocent drinks are one of the easy little ways to stay healthy.
Advent calendars are used in December to help children count down the days to Santa's arrival, a time for indulgence rather than health. Innocent's revised version of the tradition was distributed with The Guardian on the first day back at work. The advent calendar provided everyone suffering from the back-to-work blues with positive encouragement to make January a healthy start to the new year.

Each window provided a small exercise to help restore tone to bloated bodies and make the point that Innocent drinks are one of the easy little ways to stay healthy. There was also an online version on the Innocent Web site and the advent calendar was also handed out at train stations. The message was also integrated in-store, with leaflets detailing easy ways to stay healthy.

This campaign scores because not only does it break cultural norms, but it also turns a conventional newspaper insert into something relevant to the brand and useful to the consumer, rather than a piece of waste paper that hits the recycling bin as soon as the newspaper arrives.

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To get inspired by more creative media case studies like this one, come to the Cream Masterclass on June 15. The one-day training seminar, also featuring agency presentations and workshops, will be held at New York City's Tribeca Grill. (See csquared.cc/creative_media_portfolio/master_classes or call Katharina Pesch at +44 776 670 4352.)

Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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