Each week, I make the most of my daily commute and give my take on some of the advertising on London Underground. Some of it's decent, some of it's crap. This week... Innocent.
The original Innocent tube ad.
Innocent is known for its unique, conversational brand voice that comes across as chatty and fun.
The original billboard focuses on the concept of having something extra. It playfully lists off occasions where having something extra is a good thing, including having a portal to another dimension in your wardrobe.
While the copy concept ties in together well and is loyal to the informal tone of voice that people expect from Innocent, I'm not sure how well it ties in with the product itself.
Instead, I have focused on the concept that the drinks are good for you, keeping Innocent's conversation brand voice while listing out the 'good' ingredients of the drink. This allows the drinks themselves to remain the focus of the copy - providing a stronger all-round branding.
My re-worked Innocent tube ad.