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Innocent Drinks ‘Rabbit’ advert

Agency: Fallon

Client: Innocent Drinks

innocent is kicking off their biggest marketing campaign ever this January with the launch of a TV advert entitled ‘Rabbit’.

The campaign, which also includes press, poster and online executions aims to explain how innocent smoothies can help consumers on their way to their 5-a-day at a time of year when people are making healthy changes to their lives.

"Our new ad campaign stars a rabbit asking a series of questions about smoothies, health and life in general. He represents all those people out there who want to be a little bit healthier, but often find that life just gets in the way,” said Marketing Director at innocent, Thomas Delabriere.

“The Q & A format, led by the rabbit, allows us to talk about and address questions about our smoothies, their health benefits and their everyday role in a charming way. ‘Why a rabbit?’ I hear you ask. Well we couldn’t find any squirrels up to the job and otters are lazy”

Earlier this year, The Department of Health and the ASA supported innocent’s claim that smoothies can officially count as 2 of consumers’ 5 portions of fruit and veg a day. Each piece of the new campaign will incorporate the tagline ‘2 of your 5-a-day.’

innocent is investing over £1.75m in the campaign which will launch in January 2010 and run throughout the year. The campaign will be supported by a dedicated website (, on-pack and in-store activity.

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