Activists accuse drinks firm Innocent of ‘greenwashing’ with ad

theguardian.com:

Innocent drinks have been accused of “greenwashing” by plastic pollution campaigners after releasing an advert that claims buying their smoothies can help save the environment.

Activists, who recently occupied the company’s headquarters, have lodged a complaint with the Advertising Standards Authority (ASA) about claims made in an advert entitled Little Drinks, Big Dreams. The ASA is currently reviewing the evidence submitted by the activists and Innocent, and is expected to make a ruling imminently.

The TV ad tells the story of a man and and his aquatic sidekick, Otter, as their boat is hijacked by revellers celebrating and making a mess as they approach a large waterfall. They sing about “messing up the planet” until they find themselves in peril, hanging off the edge of a cliff. They then row back to safety, clear up the rubbish, and start turning apples on a tree into Innocent smoothies, which they all consume as they “fix up the planet”.

The brand, which is known for its “wackaging”, has been making an effort to boost its climate credentials among consumers.

Kirsty Hunter, Innocent’s marketing director, said when the ad launched that the company hoped the message would turn consumers into “recycling activists”, but campaigners have argued it is misleading to suggest that purchasing single-use plastic can save the planet.

Douglas Lamont, the company’s chief executive, said at the time: “The launch of Little Drinks, Big Dreams is an important moment for us. It gives us a platform to talk about the many fantastic initiatives within the company – from carbon reduction to recycling, sustainable farming and helping people and communities – sharing information and what we’ve learned along the way and hopefully inspiring