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Branching out naturally to be relevant with a new audience

The Challenge

To connect with the next generation of consumers who don’t see innocent as a brand ‘for them’.

Real World Thinking

Our winning approach was understanding that young consumers already had a lot in common with the brand, they just didn’t see it. They’re looking for simpler, more natural ways of living, and innocent has championed this since day one - but as the definition of ‘healthy’ shifted the brand needed to keep up.
‘Ideas for Natural Living’ helped people bridge the gap between modernity and simplicity and showed them the natural way to live, and hydrate too.

The Execution

Different activations were developed to show how innocent products can help simplify people’s lives. We took places and ideas that people are familiar with – a pharmacy, a gym, hangovers – and gave them a natural innocent ‘spin’.
From trucks to treehouses each activation became an iconic statement for the brand, impacting far beyond the live days.

The Results
51% of people purchased the product post activity
+23% "it’s a brand I love"
+24% "it’s different from other brands"
innocent treehab coconut water festival sense
innocent treehab coconut water festival sense
innocent treehab coconut water festival sense
innocent treehab coconut water festival sense
innocent treehab coconut water festival sense
innocent treehab coconut water festival sense
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