Innocent smoothies and juices are so packed full of fruit, vegetables and vitamins that it's hard to fit all that goodness into a single advertising campaign. To bring this goodness  to life Neverland has helped to create creative spots which squeeze in the benefits of the drinks.

Running across several different formats, the creative campaign playfully riffs on the fact that each innocent drink is overflowing with goodness. In-store posters, social media spots, online videos and out-of-home posters feature copy listing the benefits in each drink but ultimately failing as the length of plus points simply do not fit into an ad campaign.

Out-of-home copy trails off, bringing to life the squeeze. Copy such as ‘smoothies with even more fruit, veg and energising vitamins than we can fit into this adv..’ playfully break the fourth wall, by speaking directly to audiences about the challenge Innocent faces to truly articulate or showcase the benefits of the drinks.

The campaign champions the product and leans on the power of fruit and veg. While The World Health Organisation recommends eating 400 grams of fruit and veg a day, only 12% of Europeans are getting their recommended daily allowance. By including images of succulent fruit and veg alongside the cheeky copy Innocent lets the known health benefits do the talking.

The multi-channel campaign is the brand’s first major advertising campaign in over 18 months and launches across major European markets. Leaning on the universal power of the benefits of fruit and veg, the campaign is able to successfully speak to audiences across geographies.

The campaign has been developed with Innocent Drinks’ in-house creative team and creative agency Neverland. Films for the campaign were directed by Abbie Stevens of Myth Symyth production house and media for the campaign was planned and bought by EssenceMediacom.

By focusing on the product and communicating that its benefits are simply too good to express succinctly, Innocent playfully speaks directly to audiences and capitalises on the universally recognised power of the goodness of fruit and veg. The cheeky spot is a reminder that sometimes more is more.