The drinks brand launched its Innocent Un-plugged festival in 2015 for 2,000 consumers, and rolled out the event for a second consecutive year in 2016.
It became the brand's biggest PR-driving event in its history, with a potential reach of 43 million, generating a PR value of more than £1m.
Speaking to Event, Innocent's UK head of brand, Jamie Sterry, said: "In 2017 we’re taking a break from Innocent Un-plugged to focus on the biggest Big Knit in our history. We’re trying to reach two million hats to raise money to help Age UK help older people live well in winter. Hopefully in 2018 you’ll see Un-plugged returning, with a focus on helping younger people live well."
Innocent adopted a similar strategy with its Fruitstock event, which was axed in 2006 and which morphed into Innocent's Village Fete event, running for two years.
The brand has not yet confirmed its festival plans for 2017. Sterry said: "If we return to partner with other festivals this year it would be to shout about our refreshment range including Bubbles and Coconut Water, but there are no contracts signed just yet."
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.