About this advert
Innocent 'Superhero' by RKCR/Y&R
For: Innocent Drinks
25 January, 2011,
Joe Wood's view
RKCR hit the nail on the head. This demonstrates an understanding of consumers and their needstates. The insight is simple and one that I’m sure resonates with many: people need rescuing from unhealthy snacks when peckish. The proposition: Innocent smoothies can ‘save the peckish’. Brilliantly planned to coincide with the January detox-fest, the ad delivers this proposition in a playful way, adopting homemade aesthetics coherent with the brand as it stands, utilising an already strong identity.
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