Making the brand relevant to the next generation

Brand challenge

To connect with a new generation of consumers who don’t see innocent as a brand for themselves.


The insight that unlocked the strategy was to understand that young consumers already had lot in common with the brand, they just didn’t see it. Youngsters were looking for simpler ways of living and innocent has always been about doing things in a simple, natural, human way.
“Ideas for Natural Living” takes action to help people solve their conflict between modernity and simplicity and it shows them the natural way not only to drink, but to live too.


We built different activations that proved how innocent products can help simplify people’s life. We took elements people are familiar with, a pharmacy, a gym, hangovers, and gave them ‘the innocent spin’ to prove the brand’s quirkiness and character.