innocent Kids Juicy Water

Challenge

Build a fun and playful campaign to support the launch of innocent’s new beverage for children, Kids Juicy Water – the ultimate drink for summertime adventures.

Activation

We designed a fully integrated campaign, including influencers, video content, sampling and a live event, to support the launch, start conversations and create joyful shareable moments.

We took over Battersea Power Station for one exuberant day, capturing over 400 unfiltered reactions from kids as they took their first taste of Kids Juicy Water. 

We placed these opinions at the heart of the campaign, celebrating an anarchic sense of honesty and spontaneity, and playing on trending formats like hot takes, taste-test videos and honest reviews to playfully amplify the brand. From “probably so delicious” and “100/100” to “tropical on a beach sunset”, every candid reaction went into the mix.

A huge digital screen – complete with smoke cannons – beamed reactions across the colourful event space, a phone booth allowed kids to capture real family moments that were perfect for sharing, while a 4-metre-high carton created an eye-catching space ideal for selfies and social videos.

Impact

On the day, we launched with a bang and smoke cannons, engaging thousands of kids and their parents. Over 400 real reactions were captured, which kept the conversation going online with playful edits and hero pieces. Kids Juicy Water made a show-stopping entrance, helping it secure its place as the #1 chilled kids’ drink brand in the UK.