Innocent to launch natural 'gym' concept

Innocent's 'gym' will be promoting wild exercise
Innocent's 'gym' will be promoting wild exercise

Innocent will continue to activate its 'ideas for natural living' marketing strategy this summer for its Coconut Water product.

The brand will be supporting ‘wild exercise’ and will be launching its very own natural ‘gym’ concept, ie the great outdoors.

Joanna Wharton, account manager at Sense, which is running the campaign, said: "Innocent Coconut Water teams will be travelling across the country encouraging, supporting and facilitating a more wild workout in all its forms, with an offer of nature’s free Gym membership."

The brand will also be appearing at the Latitude and Wilderness festivals this summer, in July and August, respectively.

It will be presenting ‘Treehab’, billed as "the perfect festival destination for your natural hangover recovery".

In addition Innocent will be providing an ‘Innocent coconut water natural recovery’ area at sporting events across the summer, including Wolf Run, Iron Man and Spartan Sprint.

The brand has also been busy with its own Innocent Unplugged festival, which took place from 28-30 May.

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