Mother London creates new campaign for Innocent with people and planet front of mind

Via a new animated advert created with artist and illustrator Matt Blease, and out of home campaign, the “original purpose-driven drinks brand” encourages action to support people and the planet “no matter how small”.

19 May 2021

Update 23 February 2022: This advert has now been banned by the Advertising Standards Authority for “misleading” environmental claims – read more here.

Smoothie brand Innocent today launches a new brand platform, Little Drinks, Big Dreams, designed to connect consumers with its product, alongside helping people and the planet.

Launched with a new TV animated ad, created by Mother London and produced by Blink, Little Drinks, Big Dreams hopes to inspire audiences to take action on issues such as climate change. Through every day actions, “no matter how small”, the campaign emphasises that we can strive “for a healthy, happier planet, showing how collective, positive action can drive big change,” reads a release from Mother London.

To demonstrate this the animated advert catchily jumps along to a “cheerily ironic song” created in collaboration with artist and illustrator Matt Blease. Despite its upbeat tempo, the song lyrically highlights many of the worrying issues facing people and the planet on a daily basis, “designed to be both entertaining and thought-provoking” says Mother. This combination in turn acknowledges how “the need for change is becoming more urgent,” as well as highlighting how Innocent as a brand “has the ability to inspire people and businesses to play their part in a more positive future”.

Renowned as “the original purpose-driven drinks brand” Little Drinks, Big Dreams is the latest in a stream of campaigns by Innocent. Not only often raising the topic of sustainability in a commercial setting, the brand has also continually championed community activism, “whether knitting hats to tackle loneliness for Age UK, building a new carbon-neutral ‘Blender’ in Rotterdam to produce juices and smoothies, equipping 1.5 million school kids with seeds and tools to learn about growing food through its Big Grow, or leading this year’s national campaign for the Better Business Act in Parliament,” lists Mother London.

GalleryMother London: Innocent Drinks, Little Drinks, Big Dreams (Copyright © Mother London, Innocent 2021)

Additionally revamping its visual identity, which can be seen in the new advert, Little Drinks, Big Dreams is also accompanied by a poster campaign which shall share Innocent’s big dreams, and how it’s actively trying to achieve them. This includes giving 10 per cent of profits to charities combating world hunger and working towards being a carbon neutral business by 2030.

“The launch of Innocent’s Little Drinks, Big Dreams is an important for us,” says Douglas Lamont, CEO of Innocent Drinks. “It gives us a platform to talk about the many fantastic initiatives within the company – from carbon reduction to recycling, sustainable farming and helping people and communities – sharing information and what we’ve learnt along the way and hopefully inspiring others.” Kirsty Hunter, group marketing director at Innocent adds: “Since we launched in 1998, we’ve believed in doing business the right way… This year we wanted to continue to inspire people to take those small actions that can make a big difference. At a time where our world is facing so many challenges, it felt like the right time to shout about what we do. Little Drinks, Big Dreams reminds audiences that they too can be recycling activists and climate changers alongside us. By talking about our products and our mission as one, we hope we can raise a smile and spark action, no matter how small.”

GalleryMother London: Innocent Drinks, Little Drinks, Big Dreams (Copyright © Mother London, Innocent 2021)

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Mother London: Innocent Drinks, Little Drinks, Big Dreams (Copyright © Mother London, Innocent 2021)

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About the Author

Lucy Bourton

Lucy (she/her) is the senior editor at Insights, a research-driven department with It's Nice That. Get in contact with her for potential Insights collaborations or to discuss Insights' fortnightly column, POV. Lucy has been a part of the team at It's Nice That since 2016, first joining as a staff writer after graduating from Chelsea College of Art with a degree in Graphic Design Communication.

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