Drinks group Innocent is set to team up with multinational Disney in a new marketing campaign across its entire children's range, according to a report in Marketing Magazine.
The partnership will see Innocent link up with Disney's virtual world for children, Club Penguin, as the company looks to build on the 25 per cent year-on-year growth seen in its Innocent Kids Smoothie business.
An on-pack promotional launch on 8 August will be supported by digital activity, the report stated, as well as a TV advertisement on the Disney and Disney XD channel two weeks later.
The overall aim, according to Gurdeep Loyal, marketing manager for Innocent kids' brands, is to better engage children with Innocent products and to boost their excitement about fruit.
On-pack promotions will apparently encourage children to collect fruit-themed items and 'fruity add-ons' that can be used within their Club Penguin accounts.
