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innocent ‘Superhero’ advert

Agency: Swarm@RKCR/Y&R

Client: Innocent Drinks

innocent has launched a new £2.7m TV, poster and online campaign aimed at saving peckish people from unhealthy snacking this January.

Created Swarm@RKCR/Y&R, it features the new innocent caped superhero who aims to offer people a healthy way to snack. The new caped crusader comes with a theme tune – a fruitier version of Queen’s Flash Gordon – and strapline: “Here to save the puckish”.

It is the brand’s biggest marketing campaign to date and it will be supported by a dedicated website, i-Phone app as well as on-pack and in-store activity.

Thomas Delabriere, marketing director at innocent, said: “Last year's campaign did a great job of communicating our 2 of your 5-a-day message and 66% of chilled juice drinkers are now aware that a glass of smoothie provides you with 2 of your daily fruit and veg portions. As a result of the campaign’s success, the business has shown significant growth and we have a new message to communicate in 2011.

Damon Collins, Executive Creative Director at RKCR/Y&R says “The silliness of such a dramatic song combined with the use of home-made props with strings etc all on show, feel appropriate to innocent and its heritage of un-addy ads.”

Launched eleven years ago, innocent is the number one smoothie brand in the UK with a market share of over 75%, according to Nielsen date for the week ending October 30, 2010.

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