Innocent Drinks appointed PR and marketing agency PrettyGreen to deliver influencer campaigns on a project basis, with an initial focus on product innovation launches. The London-based agency launched the “Spicy Content” campaign, promoting Innocent’s new Immunity Shot and Apple Cider Vinegar Gut Health Shot.

According to a Marketing Beat report, the campaign specifically targets Gen Z audiences through a “bait-and-switch play” on traditional teaser content. Innocent’s strategy positions these shots as solutions to life’s “meh” moments, helping consumers “feel 100% in their daily grind.”

Following the initial shot promotion, PrettyGreen will lead the “Kids Juicy Water” influencer campaign during the April half-term. This initiative aims to educate parents about the new product innovation, driving discovery and supporting in-store trials.

“We didn’t exactly play it cool. Innocent has been top of our wish list for a while,” Sammy Albon, Influencer Director at PrettyGreen, said in a statement. “They’re creatively bold, full of purpose, not afraid to sound like actual humans, vibe with our values, and are a fellow B Corp.”

Growth Trajectory

PrettyGreen enters this partnership following industry recognition, recently winning the top honor at the Independent Agency Awards 2025. The agency reports a 75% pitch conversion rate in 2024.

“I’ve been quietly admiring PrettyGreen’s work for a while,” stated Anni Mueller, Digital and Social Media Manager at Innocent. “After joining one of their panels on influencer marketing, I had a strong suspicion they knew what they were doing. They’ve helped us match our playful and proudly ourselves tone of voice with the right creators and audiences.”

The collaboration represents part of PrettyGreen’s expanded client roster, which now includes Sky, Amazon Music, Bupa, PizzaExpress, and SharkNinja alongside Innocent Drinks.

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