Ideas We Like

Innocent® Smoothies

The Idea

We love ideas old and new, and this is one of Innocents® original TV campaigns with a great example of how a compelling and insightful product claim can help a brand stand out from the crow. "Need a bit more fruit in your life?  We squeeze lots and lots of fresh fruit into our cartons.  Because, like us, you are probably good at eating crisps and sweets, but a bit rubbish at eating fresh fruit.  Innocent® Smoothies - nothing but nothing but fruit."

Why we like it

Another "old idea" that we continue to use in our Claimstorming Hothouse™ workshops, as a great example of compelling product claim.  We like the insightful language ("bit rubbish at eating fruit") and very simple product claim ("nothing but nothing but fruit").  The claim is also very much inline with the Innocent brand equity.  Further campaigns have seen stronger claims including "includes your 5 a day".  The uncomplicated TV execution visually captures the simplicity of the language in a memorable way.



Ideas First® are a specialist creativity and product innovation agency. We are passionate about helping our clients develop new innovative ideas and great marketing claims that are stand out from the crowd, and that drive business growth.  Click on the link to find out more about what we do and how we help leading brands to generate winning insights and ideas.

More Ideas We Like


Want to Generate Winning Ideas to Grow your Business?

Contact us and we will explain our approach and the different tools that we use.