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.

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