“Read the juice mammy” said my toddler at lunch today.

She was adamant that I read (over and over) the packaging for her orange, mango and pineapple innocent smoothie.

Not yet 2, and already she’s hooked.

For older kids, there’s the innocent kids website, with lots of tee-hee type activities and tidbits, such as “wouldn’t you rather make a stink bomb?” and “nature girl’s survival handbook.”

It’s all so clever that ordinarily, you’d think it was altogether too smart and maybe even a little unethical to target kids so effectively. But, because innocent smoothies have “100% pure and fresh fruit juices. Nothing else.”, we happily pay extra for the brand and innocent’s fancy packaging, rather than squeeze the juice ourselves.

It all adds up to really great [and not all that innocent] marketing.

Fun link: Check out the “grown up alert” button on the innocent for kids site.