As the brand’s lead creative agency (IRL), innocent drinks came to us with a distinct overall business objective: to become Ireland’s Favourite Little Healthy Drinks Brand. To ensure the success of the brand’s future, the team at innocent knew they needed to engage its consumers and help change the perception of innocent as a ‘family brand’ to one that is ‘relevant’.
The BIG Insights
We know from our work with The Youth Lab that, when it comes to brands – one in three 18-35 year olds ‘want more experiences’. We also know that great brand experiences provide 18-35 year olds with Snapchattable, Instagrammable personal content. We also know that 18-35 year olds are time poor – they want to make their juice purchase decisions quickly. Finally, 18-35 year olds want free stuff and to be provided with compelling opportunities and enjoyable events for them to engage with.
The BIG Idea
We invited the 18-35 year olds of Ireland to embrace their inner child. We created a real-life brand engagement that allowed them to ‘dive back in time’. We created The innocent Green –a weekend long brand festival in Dublin’s Merrion Square – dedicated to adults acting like kids. Simple, healthy fun.
You know you’ve nailed a good idea when tickets sell out within six hours.
The biggest attraction was a giant ball pool (with over 125,000 balls), complete with diving board, reserved for “big kids” only. Swingball, Twister and fruit pong added to the retro vibe of this summer-filled, fruity event. Naturally, innocent’s Super Smoothie and Coconut Water ranges were on offer to help keep thirst at bay.
This ambitious, experimental project delivered exceptional bang for buck for this lovable brand. From creative concept, online ad campaign, media relations to event management and programming, Thinkhouse delivered some giant results including widespread media coverage and the front page of The Times, Ireland edition. The hashtag #theinnocentgreen was used over 170 times on Instagram, delivering a campaign feed full of explosive energy and colour.