innocent: The big rewild

innocent, a smoothie brand, re-established itself as a company that cares about the environment by turning Trafalgar Square in London into lush, green garden space with its campaign The Big Rewild.

Executive Summary

In February 2022, innocent's green credentials came under fire, resulting in their ad campaign being pulled by the ASA and a storm of negative media coverage. The brand needed to reclaim their standing as a trusted company that cares...

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