Innocent : advertising & marketing assignments

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Innocent Drinks first established a leading position in UK supermarkets with its range of lovingly prepared fruit smoothies. Assisted by quirky and offbeat marketing, Innocent was one of the country's fastest growing food and drink products during the first decade of the 2000s, earning a position among the UK's top 50 supermarket brands. Growth began to slow in 2007, encouraging the company to broaden its footprint. Vegetable-based ready meals were a modest success, but the company has enjoyed its most spectacular success with traditional freshly squeezed orange juice, cutting deeply into the sales of existing market leader Tropicana. It has also launched a presence in continental Europe. Inevitably that growth attracted the attention of larger groups and in 2009, Innocent agreed to sell a minority shareholding to Coca-Cola to raise expansion capital. The soft drinks giant acquired full control in 2013.

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