It was grape to find these not-so-innocent smoothie adverts as the blended fruit drinks market has previously been promoted with happy smiling fruit, knitting, village fetes and grass covered cars.
With the smoothie market becoming increasingly competitive the "not so juicy" CONCEPTS certainly make the 'Innocent' brand stand out. However, I am not totally sure if an image of Jesus being crucified is the way to go. It is bananas if you ask me.
Here are the detail:
Advertising School: Westerdals School of Communication, Oslo, Norway
Art Director: Lisa Kjelstad
Copywriter: Mette Galaasen
Illustrator: Emma Olsen
Controversial Smoothie Campaigns
Innocent's “A Juicy Story” Ads
Trend Themes
1. Provocative Advertising - Using controversial or shocking imagery in advertising campaigns to capture attention.
2. Unconventional Marketing - Using strategies that stray from traditional campaigns to create brand awareness and differentiation.
3. Authentic Branding - Reflecting the bold and/or provocative values of a company in their marketing messages.
Industry Implications
1. Beverage - Exploring alternative advertising methods to promote a brand's beverage products.
2. Advertising - Creating unconventional campaigns that challenge societal norms and spark conversations.
3. Marketing - Using provocative messaging to garner attention and differentiate a brand from competitors.