Not from Concentrate

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      Client
      Innocent Drinks
      Craft's Role
      Innovation, Operations and Technology
      Industry
      Food & Beverage
      Location
      APAC
      Agency / Partner
      Craft Shanghai, McCann Shanghai
      Non-Fruit Eater Amy endorses juice brand Innocent Drinks in quirky campaign
      What we did

      McCann Shanghai crafted an oddly fun new campaign, including two short films, for the Innocent juice brand in China that takes the juice industry standard ‘NFC’ (which is short for ’Not from Concentrate’) and changed it to ‘Non-Fruit Consumers’.

      How we did it

      When Innocent Drinks claimed on social media that nobody can reject natural, pure juice ‘non-fruit consumer’ Amy argued that she would never willingly consume fruits or fruit-based products. Since Amy is so sensitive to fruits, she was the best person to inspect the quality and purity of Innocent’s products, which claim to be 100% juice. Crowned the Chief Juice Quality Inspector, Amy uses her senses to confirm that her dislike for fruits translates into how she feels about the product because it is, in fact, pure fruit juice. With the right person in place to pick the best juice for the drinkers, Innocent went on to open the ‘Nit-pickers’ juice store’ in downtown Shanghai to gather picky juice drinkers and ‘celebrate’ the attitude of ‘pickiness’, championing the product in a playful and engaging manner.

      Craft Worldwide

      A starting line in front of the shop alerted pedestrians who are not fruit eaters to speed up and pass-by the shop as quickly as possible.

      Two bright yellow traffic cones are visible on a city street, adorned with a funky pink sticker. Above, we see the letters
      Becoming a local sensation

      The store turned out to be a hot spot in town. Juice lovers visited in droves, and ‘non-fruit consumers’ were also taken good care of. There was even signage featuring a warning from Amy: NFC. Keep your distance! (NFC = Not from Concentrate) As a result of the campaign brand search volume increased and E-commerce sales grew significantly.

      A bright and colorful image of three bottles of Innocent juice, with cut-up pineapples in the foreground and a whole pineapple in the background. A man's hand enters the frame to open one of the bottles. The Innocent logo is prominently displayed on the right.
      A bright and colorful image of three bottles of Innocent juice, with cut-up pineapples in the foreground and a whole pineapple in the background. A man's hand enters the frame to open one of the bottles. The Innocent logo is prominently displayed on the right.