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.

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The UK’s biggest selling healthy biscuit brand, belVita, is launching a new on-pack promotion offering consumers the chance to win one of over 1,000 NutriBullet juice makers so they can create juice and smoothie recipes to complement their belVita breakfast biscuit.

To be entered into the weekly prize draw for the chance to win a NutriBullet, shoppers have to buy a belVita promotional pack, visit www.belvitaprize.co.uk and enter the barcode displayed on their packet.

Susan Nash, Trade Communications Manager at Mondelez, says: “Breakfast is an incredibly important meal; this competition aims to drive additional excitement and sales to the range.”

The competition aims to drive additional sales for belVita, which is now worth £76m in retail sales value according to Nielsen figures, and seeks to drive trial and penetration, bringing new consumers to the brand and encouraging frequency in existing shoppers.

The promotion is running in the UK and Republic of Ireland and is open to anyone aged 18 and over. The promotional period is from April 2nd to July 8th 2018. There are 14 weekly draws with up to 72 Nutribullet 600 models available to be won each week, with a final wrap-up draw for entries received after the end of promotional period and before September 9th 2018, with up to 42 Nutribullet 600 models to be won.

There is a No Purchase Necessary route for Northern Ireland residents, to conform to local gambling laws.

The belVita brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Tropicana has launched another on-pack promotion to encourage people to enjoy a ‘Little Glass’ of fruit juice as part of a healthy and balanced diet and is giving away one character glass for every three promotional packs purchased.

Running from March 20^th 2017 until August 20^th 2017, the campaign gives consumers the chance to collect seven different ‘morning mood’ glass designs.

To claim, shoppers need to purchase three promotional Tropicana cartons, enter their details via the dedicated website, upload a picture of their receipt and then pay a certain amount for postage – £1.95 for one glass ranging up to £16.95 for seven glasses.

Tropicana Brand Manager Sophie Giraudel says: “We believe this latest ‘Little Glass’ promotional offer from Tropicana is a fun way to reinforce our messaging from last year, that one glass serves as a convenient and easy way for people to get important vitamins, minerals and one of your five a day.”

Giraudel adds: “There is a Little Glass design for every morning mood, whether you’ve bounced out of bed or pressed the snooze button, the seven designs such as ‘Friyaay’ and ‘Sleepy head’, can perfectly capture this.”

Tropicana ran a ‘Little Glasses with Little Bottles’ promotion at the end of 2016, offering one free glass for every two packs of six 150ml small bottles of juice, with no contribution for postage.

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