More on Douglas Lamont, CEO of Innocent Drinks, United Kingdom.
“Innocent Drinks’s latest marketing drive ‘Little Drinks, Big Dreams’ details how we’re singing and dancing to the world’s end – all in cartoonish fashion. This new brand platform is designed to remind ‘a new generation of drinkers’ about its social drive.
Mother London’s TVC tells an uplifting story of how we can save the world – but it’s not as positive as it may sound, at least initially. It shows a boat of people singing and dancing their way to extinction. However, brand mascot Otter takes control of the ukulele and changes up the song.
The cute animation style from artist and illustrator Matt Blease helps bridge the contrasting tones and sell the brand’s role in the mission to save the Earth, all while making use of Innocent’s new visual identity,
Innocent describes itself as “the original purpose-driven drinks brand” – and that has some credibility. It was well ahead of the curve on preaching the benefits of sustainable businesses and healthy organic produce. It’s best remembered for knitting hats to tackle loneliness for Age UK, and building a new carbon-neutral ‘Blender’ in Rotterdam to produce juices and smoothies. It is committed to giving 10% of profits to hunger charities and will be fully carbon neutral before 2030.
“This year is shaping up to be a major opportunity for UK businesses to look beyond the pandemic towards the sort of world we want for ourselves and future generations.”