# Controversial Smoothie Campaigns Innocent's “A Juicy Story” Ads By Cowbag | Published 2008-09-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/not-so-innocent-advertising-controversial-advertising-from-smoothie-brand References: [adsoftheworld](http://adsoftheworld.com/media/print/innocent_drinks_jesus) & [innocentdrinks](http://www.innocentdrinks.co.uk/) It was grape to find these not-so-innocent [smoothie adverts](https://www.trendhunter.com/trends/innocent-drinks-and-coop) as the [blended fruit drinks market](https://www.trendhunter.com/trends/just-feel-the-urjj) 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 ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 26% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Provocative Advertising:** Using controversial or shocking imagery in advertising campaigns to capture attention. - **Unconventional Marketing:** Using strategies that stray from traditional campaigns to create brand awareness and differentiation. - **Authentic Branding:** Reflecting the bold and/or provocative values of a company in their marketing messages. ### Sectors Adopting This - **Beverage:** Exploring alternative advertising methods to promote a brand's beverage products. - **Advertising:** Creating unconventional campaigns that challenge societal norms and spark conversations. - **Marketing:** Using provocative messaging to garner attention and differentiate a brand from competitors. ## Related on Trend Hunter - [Juice-Branded Summer Campaigns](https://www.trendhunter.com/trends/never-grow-up-campaign.md) - [Vegetable-Rich Fruit Smoothies](https://www.trendhunter.com/trends/smoothie-duo.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Movie-Goer-Inspired Soda Campaigns](https://www.trendhunter.com/trends/fresh-twist-on-soda.md) - [Supercharged Banana-Free Smoothies](https://www.trendhunter.com/trends/revitalise.md) - [Comical Lawsuit-Inspired Campaigns](https://www.trendhunter.com/trends/glebe-farms-oatly-lawsuit.md) - [Humorous Juice Campaigns](https://www.trendhunter.com/trends/ribena-chin-up-campaign.md) - [Free-From Kids Juice Boxes](https://www.trendhunter.com/trends/juicy-water.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md)