Innocent ties up with Mumsnet

Innocent drinks has become the latest brand to collaborate with parenting website Mumsnet, which will offer the ethical smoothie maker advice about marketing to mothers and children.

Innocent: readies the launch of apple and orange products
Innocent: readies the launch of apple and orange products

Mumsnet will provide a panel of mums who will test a number of marketing strategies aimed at families.

The strategies will be geared towards highlighting the claimed nutritional value of Innocent smoothies and its other drinks.

It is thought Innocent is particularly aiming to improve sales of Innocent's kids smoothies.

Mumsnet has proved a popular channel to help brands better market their products and in recent times has worked with Asda and Ford.

Innocent's decision to work with Mumsnet comes as it relaunches its fruit juice range this month in a new caraf-style bottle.

An Innocent drinks spokesperson said: "Innocent's kids smoothies and fruit tubes are made from fruit, and nothing else, meaning they are a great way for mums to ensure their kids are getting some healthy portions of fruit during the day.

"We are now partnering with Mumsnet to allow us to communicate the importance of good nutrition and our health and taste benefits through a very trusted channel.

"We are also looking forward to hearing some valuable insights on what mums want from the Mumsnet community."

Marketing, this week, reported that Mumsnet will license out its brand for the first time. The parenting website is launching its first awards and allowing the winning products to use the Mumsnet logo in their marketing materials and on other websites. The entries include products from Lidl, Lego, Ikea and BT. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published