I led the Brand Revitalisation Project at innocent.

We identified that in order to remain competitive and to grow our brand, we needed to put marketing at the heart of the business. We needed to connect the company and the brand – linking up what we invest in internally with what we talk about externally to our drinkers.

 I was responsible for delivering:

•  A new creative idea and tagline - This was a universal idea, which can be executed locally to help the brand show up in a consistent, distinctive and relevant way both now and in the future.

• A set of brand guidelines including visual world, brand behaviours and tone of voice – a toolkit which explains how the new creative idea should live and breathe, making it easy for teams to consistently bring this to life across all marketing materials.

• A comms model – this framework highlighted the barriers we needed to overcome with drinkers and what we planned to say/do to address them. This will frame what the business talks about for the future 3-5 years.

•  2021 campaign assets – a range of master assets to be used across 13 different markets.  

The results

• Early brand tracking is really positive, with us seeing positive shifts across Europe in our brand metrics (tracked through Kantar Millward Brown).

• We also saw positive directional shifts in comms awareness, highlighting our work was noticed by consumers.

• The business was excited about the new platform

• The strategy remains in place as we move forward into 2025.