Brand Launch Campaign & Social Media Management

innocent Drinks:
Fresh in the City

Services
Creative Strategy
Creative Direction
Social Media Management
Copywriting

The Challenge
Innocent is a household name in the UK, known for its playful, tongue-in-cheek tone and wholesome approach to branding. Expanding into Asia meant more than just putting bottles on shelves—it was about making sure the brand’s personality translated seamlessly into new cultural landscapes.

The Approach
Hong Kong and Singapore are both fast-moving, vibrant cities with distinct personalities. The challenge was to introduce Innocent in a way that felt natural, engaging, and locally relevant—while staying true to what made the brand so loved in the first place.

I worked on adapting Innocent’s signature voice for these markets, balancing its witty, irreverent style with cultural nuances that would resonate with local audiences. This meant:

• Localizing humor and references to make them relatable.

• Adapting social media content to fit the way people interact with brands in Hong Kong and Singapore.

• Ensuring Innocent’s messaging stood out in a highly competitive health and wellness space.

The Outcome
Innocent successfully entered two of Asia’s most dynamic markets with a brand presence that felt both fresh and familiar. By staying true to its playful identity while embracing local culture, the brand carved out a space in an already saturated industry—one cheeky bottle at a time.