how do you make a smoothie innocent?

We're back on the telly again this month (as we hinted a few weeks ago) with our new ad 'how do you make a smoothie innocent?'

You can watch it above or watch it here if you'd prefer to see it a bit bigger and a bit better quality. It's all about our drinks and what makes them special (the fruit and the fine people who help us to find our ingredients and create our smoothies, in case you were wondering).

This version stars our friend Carlos from the Rainforest Alliance who has been helping us to find more and more Rainforest Alliance certified fruit, including bananas, pineapples and oranges. You can find out a bit more about how we work with the Rainforest Alliance here if you like.

We hope you like the ad. Let us know what you think if you have a second to spare.

Comments

[Thoughtful]

Wonderful stuff! We really like it.

[Thoughtful]

Oh yeah, and Johnny Ball is a great call for the voice over, too. (Move over Richard Briers.)

[KT]

Simple & effective, brilliant!
My dog likes the sound of the sheep at the end :o)

[Adam, Prince of Eternia]

Great Ad, loving it long time.

[barbaraj]

New ad is good, hopefully will inspire more people to buy you great products.
Booklet is GREAT. Really, you have excelled yourselves. The llama is good too!

[TRICIA]

LOVE THE AD...SHOULD ENCOURAGE MORE SALES..AND AS FOR CARLOS...WELL, IS HE MARRIED?

[Becca Murdoch]

i love the sheep at the end

[Jonathan Rigby]

I think you could make at least 3 ads out of the content of this one - Carlos, the innocent bottle, sieving out the tough bits - all juicy topics for ads. is that a new endline? have some people out there been thinking you're not all natural?

[dan at innocent]

Hello Jonathan

New endline - correct. As for the content, we have lots to say and not enough time to say it, as usual.

Hence the little booklet.

http://www.innocentdrinks.co.uk/innocent_by_nature/booklet/

Happy New Year to you and to everyone else who's reading.

Dan

[Anne Lynn]

Loved the advert - simple and to the point

[Matt Little]

Good ad on balance, here's a critical assessment:

PROS
> Colour is amazing - and it's all natural fruit colour! - I think this will attract people to the product
> Good use of sound effects (but not too over the top)
> Very simple script and simple design - makes it cleaner and more about the product itself rather than trying to convince people it's a trendy product.
> Good use of the things that makes innocent stand out from its competitors (sustainably sourced, handpicked strawberries)

CONS:
> Johnny Ball sounds like he's got a cold, or at least doesn't sound as excited about the product than he used to when on kid's TV.

---

On first viewing I thought it was a poor advert, because it doesn't assault the senses very much, or brag about the Innocent's strengths in a competitive way, or because Johnny doesn't sound very excited, but on reflection I think all these things must have been deliberate - Innocent drinks don't need to sell out to the corporate god by using sex, fashion or quirks to sell their products, Innocent products speak for themselves.

[Andrew]

Brilliant!
Innocent ads make me smile every time.

[Jess]

bufftingz! loving carlos

[PK]

Good ad: the hills are alive with the sounds of Innocent smoothies ...

[Steph]

Love it - I saw it last night. Particularly liking the sound effects.

This is a shameless plug for my company (we plan and buy posters) but I think Innocent would look grand on out of home media too!

We're passionate about our medium. Let me know if you'd be interested in meeting one of our planners.

[bella]

FANTASTIC! I love the ad. It is really clever. Innocent ads are my fav ads!

[Joe]

Seems to lack the humour found on your cartons. To be honest I would see that advert and forget about it very quickly.
I thought the carlos bit was going to be funny, but it was too factual and slightly boring. Add a little humour about carlos maybe?

just my 2pence.

[trisha]

like the bit about the recycled bottle; environmentally friendly - always a good seller

[RM]

Found myself disappointed (and a little put off) that you have a TV ad. Your drinks are well placed in supermarkets already, you've had great magazine/newspaper coverage so I'm surprised you think it's necessary. Your drinks are expensive enough already without the cost of advertising on top. Unless you think the potential increase in sales could result in economy of scale.

[Stuart]

Great ad for great products and both very simply and uniquely done. Bravo!!

[Ulla]

I love it - especially because of the innocent pirouette of your 100% recycled bottle. Juicy!

[Sarah]

Its champion!! Simple, effective with a dash of ethical and eco. Makes me say 'aawwwhhh' out loud every time its on.

[Susan]

Mmm, you can almost taste and smell nature's wonderful foodie gifts, as packaged in exemplary form by Innocent.

[olivia]

Am a major fan of mango and passion fruit - carton a day!

TV ad is OK but would like to see the actual crushing process.

[john Jago]

Colourful, tasty, innocent, makes you want more, just like the product! WORK GOOD THE UP KEEP.

[steve]

The scene with Carlos is a fake ! - it is a cut out picture on a stick !!

[Rach]

On the positive side I too love that you've used Johnny Balls voice,the nostalgia!!! I also think this ad is an improvement on previous (and lets face it, it beats the furniture sale ads!).
And because you've had such lovely comments I'll abalnce it, so...on the 'improvements' side, I still feel that it's missing the innocents humour that to me sells so well on the cartons. I love reading all the quirky bits and feel this is the part that gives your brand the most personality and individualism.
Also can I just comment on my surprise that you have not directed the ad (seeing as it's coming out in Jan)more towards the get healthy campaign, as I imagine this is probably the best time of year to hook new customers...just a thought ; )

[Soleira Green]

Loooove your new ad. Everything you do is infused with great energy, bright colour, a commitment to nature and just all round dynamic, amazing business. Thanks for being who you are in the world Innocent!

[Charlie B]

Very quirky and in keeping with the Innocent mantra. Great choice for Johnny Ball as voice over - bring him back!

[connie]

lovely! i love the arrows on strings. :)

[bob jones]

How eco-friendly is the Tetrapak type carton in the bigger size?

[Dermot O Sullivan]

It looks good, has alot of information without information overload, really appeals to your emotions. I love the line: "Hello it fits" Use of Colour and summer sounds is great, really stands out. How about a link to the website in the ad? Would be good, more people to join your newsletter leading to more feedback etc. Just a thought. Hope the fame doesn't go to Carlos head...he'll be charging appearance fees :-P

[Ruth]

I like the simplicity of the content- could be be a little more fun though. To match the 'innocent' theme- how about the voice of a young child instead - also 'innocent by nature'?

[Georgie]

It's very clear and simple and certainly gets acroos your message. Very good if aimed at children because it will hold their attention with the colours, moving objects and interactiveness of the advert. However the voice doesn't really fit the advert. It's good for when explaning what happens but with the final catchprase I think a child's voice would be better suited.

[Fleurie]

Loving the advert- v. cute and quirky. Keep it up, fellow fruit freaks!

[Oleg]

Awesome-awesome-awesome-awesome-Go Innoncent!!!!!!!

[Laura]

i really like the advert, i saw it on tv before i read this email, i think it's great!!! keep up the good work with adverts

[Sheila Gibbon]

Good advert - it grabbed my attention when I saw it on the TV. Good animation, short and to the point, containing everything people need to know.

[Clare Ensing]

Everything I see from you guys is really encouraging. After all the bad news every day, it's so good to know that your company is doing some good. And I really like the way you can have fun as well as being ethical!

[chris gethins]

good advert, keep up the good work,enjoyed your emails, and book, made me laugh.

[niki newbery]

just love you guys! your drinks are the best, the marketing so cool, my kids cant't get enough of it!
the kids are busy designing your packaging and will be i the post today! god i hope we win, not that i am a competitive mummy!
love mrs blueberry xx

[Kate Blake]

Fab advert, I love your attitude to health, sustainability and recycling. keep up the good work - lets hope others follow your example.

[rose weston]

Your mission for 2008, should you choose to accept it, is to convince other businesses to follow your faultless path. Mother Nature needs all the help we can give her to sustain this elegant planet, and you guys are doing such a great job, but you can't do it all alone. Oh, and the advert's fab.

[nick]

liked the ad (the facts, just the facts and nothing but the facts), liked the book (simple, straight-forward, informative). But couldn't resize the book to see more of that lovely smoothie Lucy was making ... looked like a suitable breakfast, but haven't seen it in the shops yet.

[ted at innocent]

Hi Nick.

You can find out a bit more about Lucy's special break time thickie here:

http://www.innocentdrinks.co.uk/our_drinks/thickies/yog_grain_fig_pear

It's will be in Sainsburys from Monday January 21st then hopefully more and more shops over the coming months.

Lucy gave us all a sneak preview the other day, it's definitely worth a try, she's really out done herself this time.

Ted

[Sally Larkham]

I am, of course, a convert anyway - but thought it was a lovely little ad - conveyed the feeling of an Innocent smoothie beautifully.

[Jess]

The ad is awesome, but the sheep at the end is GENIUS.

[Banananana-Lady of Epsom]

Innocent, it pains me to say this, for you and your drinks are like trees to me - they help my life to continue! - but the advert did not quite appeal. It just wasn't 'quirky' enough.

[Frazer]

Very nice :)

[GDT]

Witty and succinct.
Why not get it/them into the cinemas - the independant chains might be interested.

[Christine Taylor]

Still wondering if you've asked Johnny Ball about his "green" credentials. Haven't received a reply and neither has my comment been posted. I think Mr Ball should come clean. He accepts money to promote a science event last year - saying scientists will save us from global warming so we don't need to bother about all this eco-stuff - then taking money from you, who I believe genuinely want to change things. Don't let Mr Ball tarnish your image.

[dan at innocent]

Hello Christine. Rest assured that we're not censoring any comments. We never do, unless they contain unnecessary rude words (lots of young people check out the site so we like to keep it clean).

To be perfectly honest, it's the first I've heard about Johnny Ball and his green credentials. I'd be happy to discuss it further, and to learn a bit more from you - drop me a line at dan at innocentdrinks dot co dot uk

[Kat]

YAY FOR CARLOS!
& i love the lone strawberry at the end.
!YAY FOR INNOCENT SMMOTHIES!

[Laura]

Fantastic, very colourful but also playful. Two thumbs up!

[Lauren]

Really good advert: short and sweet, and to the point....and it has a sheep (does he have a name and does he help to make an Innocent Smoothie?!).

[Beena]

Not too keen on the jonny ball voice over, the script or the tinkling sound effects. Feels like you're talking down to the audience.

The children's tea time telly approach wasn't good at getting our attention or delivering a message when we were kids, it's not going to work now. The types of messages that stuck were the ones without the tinkles or the put you to sleep narration. All it does is smack of nostalga, which might be comforting for adults but not dynamic enough to inspire them in the supermarket to pop a smoothie in the shopping trolley. I can't tell who it is aimed at.

The fact is that it is a new year, and detox is on the agenda, but the best thing about innocent smoothies is the honesty and freshness, this did not come across as well as it should have. I know you don't want to do the hard sell, but this was too soft and unfocused.

You sell to us, your fans, already. You got me with a smoothie bought in Fox's deli in Wandsworth in 1999. But if you're looking for new converts you are going to have to expand the range of your qualities that your customers are shown and can identify with. It's tough to deliver but your coming across as a bit staid, middle england and very 2.4 children. New potential customers are not seeing that you're a young, ethical, dynamic and innovative company with an honest feel good product.

Bad advert, money not spent well. Could do better.