Really can't fault this ad:
This is exactly what we're talking about when we talk about measuring engagement and all the rest of it.
The wonderful thing about working for a good brand is that they have some kind of feedback effect. The better the brand is perceived, the more good things you can do with it.
If this was tried for any of innocent's competitors, it wouldn't feel the same. Somehow the overall good feeling for the innocent product keeps on flowing for this particular ad.
IF you think about it for a couple of minutes you can think of objections to the actual product - is the fruit organic? Is it actually that healthy for you to have this concentrated does of fruit?
It doesn't matter though because the feeling of healthiness they've injected into purchasing the product overcomes any rational objection. Even the price!
Good work by whoever did it. Will have to find out who's covering them.
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