INNOCENT

INNOCENT

EXTERNAL COMMUNICATIONS

LAUNCH CAMPAIGN FRANCE

How to keep the ‘independent brand’ spirit from London whilst positioning itself as a must-have product in a highly saturated category?

Bug launched an ad campaign orbiting the idea of being ‘innocent’ and ‘care-free’. Using minimal art direction and playful, cheeky language, we achieved a two-pronged effect. First, a link between the product and the communication that reminds and puts the product on top-of-mind. Second, the idea that a smoothie made from nothing but the fruits emerged effortlessly.

Results: an 8 percent increase in awareness between June and October 2008.