Not from Concentrate

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’.

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.