As a company with B Corp status, innocent are diligently working to be as sustainable as possible, yet 35% of the material used in the manufacture of their bottles is virgin plastic. Although their aim is to reduce this to 0% by 2025, I wanted to design a concept to help achieve this target sooner. 

​The innocent re-fill-ution is a campaign encouraging people to buy drinks using their own bottles. A fleet of innocent drinks bikes will be taken to cities around the UK so consumers can top up on the go, free from plastic. With short and long form ads, social media posts and a TV ad, this fully integrated campaign is classically innocent in its style and tone. With the popularity of zero waste shops increasing, these refrigerated bikes would be the first of their kind to be used by a major drinks brand, encouraging people to think more sustainably when it comes to purchasing drinks in plastic bottles.