Innocent plots 'mums' drive for Kids line

Innocent: supporting its Kids line with ad campaign
Innocent: supporting its Kids line with ad campaign

Drinks brand Innocent is rolling out a campaign that will target mothers, as it looks to capitalise on the sales growth of its children's range.

A TV ad, produced in-house with Turner Media Innovations, which owns children's channels Cartoon Network, will run for 12 weeks.

The execution, which features a voiceover by comic actor Rik Mayall, will also launch in cinemas alongside 3D films aimed at youngsters, such as the forthcoming movie 'Rio'.

The brand is also giving away three alphabet magnets in 5.6m promotional packs of Innocent Smoothies for Kids and Innocent Fruit Tubes.

Magazines Go Girl and Toxic will distribute 100,000 magnets as part of the promotion, while a dedicated Innocent Kids site will be launched.

Gurdeep Loyal, Innocent Kids brand marketing manager, said the campaign aims to make 'kids love the brand and mums trust the brand'.

Innocent is enlisting 26 of the UK's 'biggest mum bloggers' to drive social media activity and promote the drinks as the best way to get children to consume more fruit.

Sales of the Innocent Kids range are up 30% year on year, according to Innocent.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer