UK: Innocent pumps GBP14m into brand investment
By Andy Morton | 4 January 2013
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Click through to view Innocent's latest ad campaign |
Innocent has unveiled a new year marketing campaign as it commits GBP14m (US$22.5m) to brand investment over the next 12 months.
The company, which is majority-owned by The Coca-Cola Co, started the push this week with a GBP1.1m ad campaign that targets health-conscious consumers, it said today (4 January). The print and outdoor campaign will also run on digital media, the London-headquartered firm said.
“The New Year is a key time for us,” Innocent marketing director, Douglas Lamont, said. “It is when consumers reassess their habits and look to make healthier choices.”
The company added that retail sales of its juice and smoothies increased by 42% in 2012.
Last year Innocent stepped up its email and social media marketing activity. In May it expanded the remit of its email and SMS marketing operator to cover all of Europe.
The Coca-Cola Co upped its stake in Innocent to 58% in 2010.
Expert analysis
Coca-Cola Co, The in Soft Drinks (World )
The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.
Sectors: Marketing – advertising & promotions, Soft drinks
Companies: Innocent, Coca-Cola Co
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UK: Innocent pumps GBP14m into brand investment
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