Structural packaging creation
Our 8 month insight-led journey involved consumer research across a wide range of options, resulting in a new style PET bottle, which was found to be the most pleasing, intuitively recyclable and reusable structure.
It’s the brand’s biggest launch and success to date. Innocent’s love of the new iconic bottle image ensured it became the focus of their juice advertising campaign. It was even given a first birthday cake and had a celebratory poem written about it too!
Best packaging campaign 2011 finalist
The repackage helped achieve a 550 % sales increase in just 12 months. Sales year 1 £25M, +50% vs. forecast
The packaging redesign has now helped add more than 50% incremental growth to the category as a whole. It also led to an International launch for Innocent juice in a credible head-to-head with Tropicana and Copella.