Plastic-Related Claims Levied Against Beverage Company Innocent Over Deceitful Advertising Regarding Environmental Impact
In a recent development, climate crisis advocacy group Extinction Rebellion has taken issue with Innocent, a fruit drinks brand owned by Coca-Cola, and its advertising agency Mother. The dispute centres around Innocent's "Little Drinks, Big Dreams" advertising campaign, which Extinction Rebellion's Plastics Rebellion division accuses of "greenwashing".
The campaign, an animated musical ad, features a guitar-playing otter and a group of people, including boardroom executives, singing about pollution and the environment. However, the lyrics of the ad include the line, "We're messing around with nature, we're messing around real good," which has raised concerns among environmental activists.
The CEO of Unilever, Alan Jope, who is also accused of "greenwashing" by Extinction Rebellion's Plastics Rebellion, has defended the company's advertising practices before the U.K. Advertising Standards Authority. The Authority is now involved in the dispute.
Extinction Rebellion's Plastics Rebellion division has staged protests against Innocent in the past, and the group has now turned to the U.K. Advertising Standards Authority to prevent the "Little Drinks, Big Dreams" campaign from running again. The otter in the ad, which represents a positive change in perspective towards the environment, does not seem to have assuaged the concerns of the activists.
The ad portrays humanity polluting their bodies and the environment, but it does not directly address the accusations of greenwashing made against Innocent by Extinction Rebellion. The animated advertising campaign, created by Mother, includes a musical element, with the ad's lyrics raising questions about the brand's commitment to environmental sustainability.
As the dispute continues, the U.K. Advertising Standards Authority will have a crucial role in determining the legitimacy of Extinction Rebellion's claims and the future of Innocent's advertising campaign.
