Innocent Smoothie advert

The ultimate challenger brand

Simple, creative and beautifully made… just like their drinks… this 30sec Innocent Smoothie advert was Innocent’s first foray into the world of television advertising. Innocent is the classic challenger brand, they came from nowhere with their quirky brand and fresh take on marketing. They soon realised that to break into the mainstream they needed to get the Innocent brand noticed by a mass market audience. TV provides a great platform to get a new brand noticed by a large audience and helps to build trust – which is much needed by a relative unknown. They quickly realised they needed their own Innocent Smoothie advert to help their brand quickly build sales and a loyal following.

The first of many Innocent Smoothie Adverts

Toast prides itself on working with new brands to smooth their transition into the world of TV advertising. We worked with Innocent Smoothies to translate their brand identity into a unique TV advert that would quickly convey a standout message. TV advertising can be a daunting prospect for new companies, we helped them navigate the process. Toast provides a script to screen service to make sure the entire project stays on track.

Producing a TV advert

Toast handled the entire production process from creative, building the right team to undertake the stop-frame animation shoot, through to editing and post production and finally making sure the advert was cleared to be shown by broadcasters. The advert was filmed on location in Gunnersbury Park in London, the setup was arranged with the hero carton taking centre stage. The fruit was added frame by frame to build the animation. The whole advert was shot on film which gives it a great handmade quality. Finally the chicken was persuaded to walk through frame to finish off the advert.

The resulting Innocent Smoothie advert was an instant and memorable hit, Innocents sales took off and they have built on the look to take their brand worldwide with nearly every Innocent Advert using a similar look to portray the brand message.


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