innocent has today opened a Definitely Blue Café in Covent Garden to settle the debate once and for all, that the Innocent’s Bolt from Blue drink, is in fact definitely blue.

After entering the luminescent orange corridor designed to see things bluer, consumers can not only drink blue juice and eat blue food, but they will experience the smell, sound and sights of blue.

Developed in partnership with Bompas & Parr guests are taken on a journey through a blue tinted world. From hearing what blue really sounds like in the Bolt from the Blue phone booth, to discovering the true scent of blue through sensory artwork and finishing with the intriguing ‘Wall of Blue-riosity’.

The juice sparked a massive debate on Twitter with almost 4,000 eagle-eyed innocent fans challenging innocent on the true colour of the drink. innocent remained firm in their stance that the drink was definitely blue, despite thousands of comments from the public insisting it was green.

innocent drinks, said: “it’s really really blue. The only thing that’s bluer than the Definitely Blue Café is our definitely blue drink. We’ll be celebrating all that is blue under one roof, finally settling the debate around our drink. It’s there in black and white for all to see – it’s definitely blue.”

The event will allow members of the public to explore the world of blue with creative and interactive elements that will investigate the nation’s relationship with colour.

Harry Parr of Bompas & Parr, says: “It’s blue. Really blue. Name something blue. It’s bluer than that. It’s a shame when some people can’t simply appreciate the joy of a good colour blue without having to argue about it – you might say they really blue their chance. But the Definitely Blue Café is an opportunity to undergo a multi-sensory journey into blueness – so that everyone can realise when something is definitely blue.”

The Definitely Blue Café is free to attend and those lucky enough to grab a table will receive an exclusive token which can be redeemed for a definitely blue drink and a blue treat from the café.

The Definitely Blue Café will open to the public on 67B Neal Street, Covent Garden from today until Sunday 6^th October. The café opening times are:

Friday 4^th October: 8.30am – 17:30pm

Saturday 5^th October: 10.30am – 18.30pm

Sunday 6^th October: 10.30am – 18.30pm

The post Innocent launches definitely Blue Café appeared first on IPM Bitesize.

Drinks brand innocent is using experiential marketing to show consumers how to live on the bright side, by bringing the brand’s latest Super Smoothie ad to life in London and Manchester with a live dance performance.

A new interruptive activation in London’s Kings Cross and Manchester’s Piccadilly Gardens will feature dancers recreating the brand’s most recent Above-The-Line campaign, including a TV ad which shows a woman dancing her way through a fountain. The activity is being backed with sampling.

The activation and the sampling campaign have been created by experiential marketing agency Sense.

“We want to show people the boost of energy our Super Smoothies give you,” says innocent Super Smoothie Brand Manager Heidi McDonald; “but it was important to us to do that with something tangible that lives in the real world, and not just a TV ad.”

Commenting on the activation, Joanna Wharton, Senior Account Manager at Sense, adds: “By hosting something so playful and colourful in two beautiful locations, and handing out free super smoothies while we’re there, we hope to bring a bit of upbeat innocent charm to thousands of people.”

The activity will be live at intervals throughout the day today (Thursday 26th April) and tomorrow (Friday 27th April) in Granary Square, Kings Cross, London and Piccadilly Gardens, Manchester.

innocent is a regular user of experiential marketing – in February 2018, it ran a sampling campaign to support the launch of its Super Juice ‘nutritionally dense’ product across London, while in September 2017, an experiential roadshow and sampling campaign, again in London, backed its innocent Bubbles range, with a branded vehicle, the innocent Bubbles Canteen, touring the capital for 18 days.

The innocent brand is owned by Coca-Cola.

The post innocent Super Smoothies show drinkers how to live on the bright side appeared first on IPM Bitesize.

A new campaign to support the launch of Super Juice, innocent’s most ‘nutritionally dense’ juice, is giving Londoners the chance to try the three recipes (Apple, Pear and Cucumber, Raspberry and Cherry, and Orange and Blood Orange) while out and about in the UK capital.

The juices also contain ‘super suggestions’ attached to each drink to brighten people’s day.

The ‘Make Today Super’ campaign will visit Boxpark in Shoreditch, Wimbledon Plaza, Paddington Central and Angel among other busy London locations throughout February.

The sampling campaign was created for innocent by experiential agency Sense London.

Barbora Hrdlickova, Senior Brand Manager at innocent, said: “We’ll be helping Londoners shake off the winter gloom by showcasing the boosting effects of our vitamin-packed Super Juice drinks, encouraging a bottle-half-full approach to the day ahead.”

Anne Ellefsen, Senior Account Manager at Sense London, adds: “Our teams of brand ambassadors will be running activations across the capital from 8^th to 25^th February showing Londoners just how ‘super’ a truly healthy drink can taste.”

The post innocent Super Juice samples Londoners appeared first on IPM Bitesize.

Soft drinks brand innocent, which is owned by Coca-Cola, is supporting its recently-launched innocent Bubbles range with an experiential roadshow and sampling campaign across London.

A branded vehicle, the innocent Bubbles Canteen, will provide the focus of the campaign, which will start on Monday September 18^th on Electric Avenue in Brixton and will then tour London for 18 days up until Sunday October 7^th.

The campaign was created and executed for innocent by ‘real world’ marketing agency Sense.

innocent Bubbles is described by innocent as a lightly sparkling blend of pure fruit juice and spring water. It comes in three flavours, Lemon & Lime, Orange & Lime, and Apple & Berry. It was launched in Apreil and is being positioned as a healthier alternative to traditional carbonated soft drinks.

Jamie Sterry, Brand Strategy and Activation UK for innocent, says: “At innocent we’re committed to helping people live well, through what we make but also what we do. The innocent Canteen is an example of this as it gives drinkers the chance to try one of our new refreshing innocent bubbles during their busy day.”

Anne Ellefsen, Senior Account Manager at Sense, adds: “We’ll be educating consumers about new innocent Bubbles and distributing over 300,000 cans. With such a new and original product, it’s great to get people trying it first-hand so they can taste how perfect it is with lunch or as a tasty afternoon treat, and pass their experience on to their friends and relatives by word-of-mouth.”

innocent Bubbles are available in recyclable 330ml cans and can be found in all major supermarkets and Boots, RRP £1.29.

Sense is an agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

The post innocent Bubbles Canteen gets Londoners ‘sparkling with health’ appeared first on IPM Bitesize.

Innocent drinks and not-for-profit organisation Grow It Yourself have joined forces with blogger and chef Emily Leary to launch this year’s “Sow & Grow” campaign.

The partnership plans to get 25% of all UK primary schools to embrace the outdoors and grow their own vegetables. It will be supported by PR activation, on-pack promotion, a digital interactive hub and primary school outreach.

Sim Viney, brand manager at Innocent, said: “We know that children who grow their own food are more likely to eat fruit and veg, and that kids who develop healthy habits at a young age are more likely to become healthy adults.

Viney adds: “At the moment nine out of 10 young people are not getting their 5-a-day, so we’ve started a campaign called Sow & Grow, which will get a quarter of all primary school kids growing veg in their classrooms, and learning where their food comes from. We’re hoping the campaign itself will grow in future years – our ultimate goal is to get every primary school child in the country to experience growing their own veg.”

Throughout the campaign, parents and teachers will be given the opportunity to share their photos at innocentsowandgrow.com. There will also be chances to win monthly prizes and see their classroom crowned as “Sow & Grow” champions later this summer.

The Sow & Grow campaign was launched into the UK last year (with Lorraine Pascale as celebrity ambassador), but Innocent and GIY have been partners in a version of the scheme run in Ireland since at least 2012.

The post Innocent Sow & Grow school campaign 2017 appeared first on IPM Bitesize.

Drinks brand innocent is running a new ‘real world’ campaign for innocent Coconut Water, with the theme of changing how people see exercise and related habits like hydration and getting them to ‘exercise wild’.

By showing people all the ways that nature can serve the same purpose as an indoor gym, only better, the innocent Coconut Water Gym activation launched at the start of June 2016 at the Summer Social event in Richmond Park. The activation will run throughout the summer, finishing in September.

Part of innocent’s ‘ideas for natural living’ strategy, which began earlier this year with the Farmacy campaign, the innocent Coconut Water Gym activation tours the UK from June to September. Run by marketing agency Sense, it consists of a number of separate streams.

Athletes at fixed sporting events, such as the Wolf Run, Ironman, Total Warrior and Spartan Sprint, will be provided with a branded cool down and chill out area. Commuters and people leaving urban gyms will be inspired to ‘exercise wild’ by our ‘membership team’ and encouraged to join the innocent Coconut Water Gym – otherwise known as the great outdoors. Finally, those already ‘exercising wild’ in parks and outdoor spaces will be rewarded with free samples of ice cold Coconut Water.

innocent Coconut Water Brand Manager James Peach said: “Inspired by drink’s properties as a natural exercise drink, the innocent Coconut Water Gym campaign aims to open the nation’s eyes to a wilder way to work out by relaunching the great outdoors as our very own gym.”

Launched in 1999, innocent drinks manufactures a range of healthy, natural drinks including smoothies, coconut water, fruit juices and more. Its highly popular products and unique approach to marketing and social responsibility have turned it into an iconic brand. It is now more than 90% owned by Coca-Cola.

The post innocent inspires people to ‘exercise wild’ appeared first on IPM Bitesize.

innocent drinks is encouraging UK consumers to give themselves a nutritional lift to help stave off the winter blues and boost vitamin and mineral levels by taking its super smoothies on tour to three UK cities.

The drinks brand’s first activation with integrated marketing agency Sense will see the innocent Supermarket roadshow (not actually anything to do with supermarkets) travelling around the country handing out drinks that combine the nutritional power of fruit and veg with seeds, botanicals, vitamins and minerals.

The innocent supermarket activation visits London, Manchester and Brighton over the next three weeks.

Jamie Sterry, Activation Manager at Innocent, says: “We’re really excited to be taking the innocent Supermarket on the road. At innocent we want to help people to get more of the healthy stuff into them, and hope that by taking the innocent Supermarket to them directly we can make it that little bit easier to do themselves some good.”

The innocent Supermarket tour has already been at the Box Park, Shoreditch, London from February 12^th to 14^th and will, now be moving to New Road, Brighton from February 19^th to 21^st and Spa Street, Manchester from February 24^th to 26^th.

The post innocent drinks sampling roadshow appeared first on IPM Bitesize.

Following a competitive pitch process, leading smoothie and juice brand Innocent Drinks has brought on board marketing agency Sense to work across a wide range of ‘real world’ campaigns – experiential marketing and other activations in places like shopping centres, transport hubs and festivals.

Sense will create a new brand activation strategy that will link together existing and new campaigns. These will include diverse types of real word creative executions.

The first work is scheduled to launch in January 2016, with Sense handling both tactical and longer-term strategic activations.

Innocent Drinks Brand Activation Manager Jamie Sterry says: “Sense’s strategic thinking stood out and gave us a very compelling direction, which we felt sat really well with the challenges we face and ambitions for the brand. Sense also demonstrated a real breadth of capability and have great credentials in executing a platform with innovative and exciting work.”

Nick Adams, Managing Director of Sense, adds: “Innocent has such a forward thinking approach to experiential and really embraced our own philosophy around the potential for developing authentic and tangible real world activations. We have a programme of really exciting work being planned and are delighted to now be in full activation mode – watch this space!”

Innocent Drinks has been a major user of experiential marketing in the past, and drove the growth of the modern festival marketing platform through its creation of the Innocent Village Fete, a massive family-friendly festival in London’s Hyde Park.

Coca-Cola took an 18% stake in Innocent Drinks in 2009 and took its share to more than 90% in 2013. However, the smoothie brand remains committed to its ethical marketing stance with a percentage of profits donated to charity. It has just launched the 2015 version of its long-running ‘Big Knit’ campaign, where it invites members of the public to knit miniature woolly hats for its products and then donates 25p from every drink sold with a hat to Age UK to help keep elderly people warm this winter.

Sense works for clients including Coca-Cola, Mars, Canon, Carling, Warburtons and The Economist, for which it created an IPM Gold Award winning campaign offering target consumers free ‘cat poo’ coffee. A similar campaign is now running offering insect-based snacks.

The post Innocent Drinks appoints Sense appeared first on IPM Bitesize.