Innocent Brand 'Investing Heavily' In Marketing Campaigns to Double Size By 2013
Popular smoothie maker Innocent, now majority-owned by Coca-Cola, has revealed plans to double in size over the next three years by targeting a wider age group with fresh brand messaging and new product launches.
Thomas Delabriere, Innocent Marketing Director, commented: "My target for this year is to grow the brand by increasing penetration again in 2011 and increasing the frequency at which people use our products."
Their strategy to accomplish this will see Innocent keeping their brand true to its original values by continuing to focus on health and taste benefits, plus launch new innovations and expand their marketing to reach a broader audience spanning young children to older adults.
Innocent plans to launch a food innovation in the summer and also has growth plans to sell its products in more international territories over the coming months.
The integrated campaign will include outdoor, in-store, digital and press activity. They will launch a juice TV ad on 24 February which will feature a Patrick Stewart voiceover.
Innocent will then roll out a campaign focusing on its children's drinks in March, followed by a new food product launch.
Mr Delabriere has said that the firm is "investing massively" in its new "juice by nature" campaign to attract consumers.