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LAUNCHING INNOCENT KIDS’ NEW JUICY WATER WITH AN INTEGRATED NATIONAL CAMPAIGN

Challenge

Build a fun and playful campaign to support the launch of innocent’s new beverage for children, Kids Juicy Water – the ultimate drink for summertime adventures.

Activation

We designed a fully integrated campaign, including influencers, video content, sampling and a live event, to support the launch, start conversations and create joyful shareable moments.

We took over Battersea Power Station for one exuberant day, capturing over 400 unfiltered reactions from kids as they took their first taste of Kids Juicy Water. 

We placed these opinions at the heart of the campaign, celebrating an anarchic sense of honesty and spontaneity, and playing on trending formats like hot takes, taste-test videos and honest reviews to playfully amplify the brand. From “probably so delicious” and “100/100” to “tropical on a beach sunset”, every candid reaction went into the mix.

A huge digital screen – complete with smoke cannons – beamed reactions across the colourful event space, a phone booth allowed kids to capture real family moments that were perfect for sharing, while a 4-metre-high carton created an eye-catching space ideal for selfies and social videos.

Impact

On the day, we launched with a bang and smoke cannons, engaging thousands of kids and their parents. Over 400 real reactions were captured, which kept the conversation going online with playful edits and hero pieces. Kids Juicy Water made a show-stopping entrance, helping it secure its place as the #1 chilled kids’ drink brand in the UK.

3,500+
active engagements during the one-day event
400+
unfiltered reviews captured
6
cutdown edits posted across innocent’s social channels
2
long-form hero pieces of content created
115,000
samples distributed over 13 locations
A vibrant outdoor scene featuring a large, cheerful sign for 'Innocent Kids Juicy Water' adorned with playful graphics of apples and strawberries. Two team members, dressed in branded shirts, engage with children nearby, while a sunny blue sky enhances the lively atmosphere of a playful public space.
A vibrant outdoor scene featuring a large, colourful promotional banner for Innocent Kids' juicy water, adorned with playful illustrations of strawberries and cheerful creatures. In the foreground, two children play on soft, oversized pink bean bags, surrounded by lush greenery and a clear blue sky.
A large, light-coloured backdrop displaying a quote from a child about a drink, surrounded by vibrant green foliage illustrations at the base. The quote, in playful, oversized text, reads: "I was half way around the Jurassic park exhibit and still thinking about the apple and mango juice." below it, the name William, aged 9, is presented in a smaller font.
Two hands reach out to exchange colourful juice cartons under bright sunlight. The dark-skinned hand on the left holds a carton decorated with vibrant graphics, while the fair-skinned hand on the right holds another equally vibrant carton, creating a lively moment of sharing amidst a blurred background.
Two brightly designed cartons of Innocent Kids Juicy Water rest on a pastel pink countertop. Each carton features playful illustrations of a dolphin and tropical fruits, exuding a fun and vibrant appeal. A blurred figure in the background adds a sense of lively atmosphere.

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