innocent’s latest experiential campaign for its Super Smoothies, produced by Sense, has been a first for the brand – a live surprise choreographed performance at two of the UK’s busiest commuter areas, based on the brand’s TV advertisement.
Talking recently to Standout magazine, Heidi McDonald, innocent brand manager – smoothies and kids, said she believes experiential campaigns can really bring an online or TV campaign to life in the real world.
“The new stunt-based experience forms part of our bigger Super Smoothie campaign, which has been on TV, outdoor posters and online,” she said. “The sampling activity and experiential stunt bring to life the energy we wanted to shine through the campaign in the real world.
“We are a brand that’s all about talking to people. We have found that experiential is a great chance for us to actually meet our drinkers, have some fun with them and just show that we are a very human and personable brand – we don’t try to hide behind other forms of advertising.”
Just like innocent’s TV and online ad, the choreographed stunt featured a group of dancers dancing through a fountain. The performance took place several times a day at Piccadilly Gardens in Manchester and King’s Cross in London.
“We wanted to give people a real boost to their day through watching something exciting and getting a free smoothie,” explained Heidi. “We always try to stay true to our roots and don’t make experiential events too slick or flashy. It’s about putting yourself in the position of the person who will experience the event and approaching it from their perspective.”