Innocent were looking for a partnership opportunity that allowed them to effectively engage with kids through a brand that resonate with this audience. Nickelodeon were able to offer a partnership that leveraged the likability and awareness of the SpongeBob brand.

Increase the demand of Innocent products amongst kids and raise awareness of the products amongst mums during the campaign. Nickelodeon offered a research study as part of the partnership with a view to fulfil the following objectives: For Kids: To build brand affinity with an audience who may not consider smoothies and juices as a beverage choice. For Mums: To understand if brand equity was impacted as result of the partnership To monitor change in purchasing behaviour of Innocent kids' range in connection and as a result of the SpongeBob partnership

An integrated partnership involving a three phase campaign, with original, animated commercials starring the Innocent Gang and integrating SpongeBob. The primary objective of the on-air spots was to drive Nickelodeon viewers to a Nick.co.uk hosted microsite. A dedicated micro-site, which hosted an engaging game where users could un-lock different stages and control the Innocent Gang. The creative theme was around locating the Golden Pineapple and kids were able to enter competitions to win cool prizes throughout.

Clear signs that both mums and kids are aware of the Innocent sponsorship with recall in 1 out 2 homes. Awareness of the sponsorship ahead of industry competitors. Strong response to the creative.

A fantastic and very credible brand match which allowed to both brands to stay true to their attributes during their partnership. Digital results: Page views - 663,154. Visits - 204,482. Avg. Unique users per month - 19,753. Uniques users in peak month (May) - 41,496. Average dwell time per visit (minutes) - 6.11