We love innocent. They make good drinks, write excellent copy, support some wonderful projects in the 3rd world, and really know how to run a business.

They also certainly know how to handle the press...

Remember the £2 million campaign for "this water" earlier this year...?

Well the ASA weren't happy.
The ad was "misleading" and breached the code on "truthfulness" by failing to acknowledge that each bottle of this water contained "between 33.6 g and 42 g" of "refined, white, granulated sugar".
So they banned the ad - too late, of course, as the billboards went out in the Spring.

Quite a big story, surely.

But in the Grocer, our beloved trade journal, not a mention.

How strange.

Until someone just sent us this - a screenshot from the Grocer website of the story that was due to go out, but then mysteriously vanished. (You can't trace it on the site now).


So what made the Grocer cancel the story?

Now that's what I call good PR...