Thoughts from category: adverts

how do you make a smoothie innocent?

We're back on the telly again this month (as we hinted a few weeks ago) with our new ad 'how do you make a smoothie innocent?'

You can watch it above or watch it here if you'd prefer to see it a bit bigger and a bit better quality. It's all about our drinks and what makes them special (the fruit and the fine people who help us to find our ingredients and create our smoothies, in case you were wondering).

This version stars our friend Carlos from the Rainforest Alliance who has been helping us to find more and more Rainforest Alliance certified fruit, including bananas, pineapples and oranges. You can find out a bit more about how we work with the Rainforest Alliance here if you like.

We hope you like the ad. Let us know what you think if you have a second to spare.

making adverts

We are in the middle of making an advert, which means quite a bit of waiting around in draughty places like this.


There's quite a lot of drinking tea as well.

When making adverts, there's often someone shouting "Cut" and "Action", but this time things were more relaxed and there was none of that shouting business.

We can't tell you much about it at the moment, but it will feature fruit and a man with a really big head, and there will be some very simple animation (as usual). It'll be on telly in the New Year.

an innocent advert in the news


Today there have been a few reports in the papers saying that innocent is trying to mislead consumers and make claims that aren’t really true. So we thought we’d give you our version of events. A while ago we decided to start making a detox smoothie, full of pomegranates, blueberries and acai – all ingredients that contain a good amount of antioxidants. You can measure the antioxidants in a drink by testing its ORAC rating. So we did, and its ORAC rating was really high. Then we delved into the score some more, and found that it was greater than the ORAC score of the average five a day, according to studies in America.

Then we made an advert. And, though it mostly focussed on acai being natural, we also said that the smoothie ‘contains even more antioxidants than the average five a day’.

The ASA (Advertising Standards Authority) got a complaint about it. One person thought it was misleading. And although we provided evidence, they didn’t agree with the study we used to back up our antioxidant message. They also think that the word detox should only ever be used about things that can prove they actively remove toxins from the liver, whereas we've always thought that detoxing naturally is about making sure you get the good stuff to balance out the bad stuff.

We ran the ad in October last year, when we launched the recipe. We have no interest in confusing or misleading people. When we find that one of our recipes is packed with extremely healthy ingredients, we like to pass the information on. Ultimately, we only ever want people to understand that eating fruit and veg is the best thing you can do. And we’d never want someone to think just drinking one of our bottles was all they should do that day. We figure people are smart enough to know that we’re not a quick fix, and that you’ve got to eat your greens too. So if you read anything about us trying to trick you, now you've got both sides of the story.

an advert for our kids smoothies

Here's an advert that we made for the telly. It's all about our kids smoothies, and it's on TV in some parts of the UK at the moment.

If you have a moment, let us know what you think of young Freddie's performance. And see if you can identify the voice.



We're making an advert tomorrow. The best spot we found in which to shoot it is on a golf course. So the only thing we need to watch out for tomorrow are stray balls.

If you're wondering what the man on the left is doing, he's pretending to be standing at the same height as a child - we have a kid in this advert. We went down there today to do a few tests to make sure everything will look OK tomorrow.

And if you're wondering what the man on the right is doing, he's teeing off. It was a nice stroke, just to the left of the green.