Innocent’s puzzling new ad

The wonderful Innocent Drinks have got a new TV ad on air.

Now, personally, I don’t feel that the Peter-Gabriel-Sledgehammer-video aesthetic really captures what I feel the Innocent brand should feel like. But I’m hardly qualified to discuss that, and I’m sure they’re taking it in a new direction for very good reasons.

What I do find quite puzzling though is their strategy. The message of the ad seems to be ‘drink smoothies, not juice’, Their own research backs this up. So my questions are:

  • Is juice really the right target, given I’m not sure that the battle against fizzy drinks is over yet in the country at large?
  • Is juice really the right target, given you’re unlikely to stop even the most heath-concious people drinking it? Juice is nice. In the morning, I tend to buy a smoothie and a juice, because the juice is easier to drink.
  • Is juice really the right target, given Innocent themselves sell juice? Well, Juicy water. I’m sure they used to sell just juice.

I’d love to know what they’re up to.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s


%d bloggers like this: