Trending PR Campaigns
Innocent’s No-Bottle Juice Shot Trial
Innocent teamed up with Notpla to serve Fiery Ginger shots in edible seaweed-based Ooho pods during a two-day trial in Nobottle, Northamptonshire. The deliberately apt location and the idea of swallowing the packaging with the drink gave the sustainability story a simple, memorable hook; there are no current plans to sell the pods.
Why it worked: A cheeky Nobottle-in-Nobottle location gag plus a measurable 78% intent-to-buy stat turned a tech demo into newsroom-ready news.
The lesson: Consider staging a micro-trial in a pun-perfect or symbolically apt location and pair it with one killer, surprising stat.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| packagingsolutionsmag.co.uk | World’s most exclusive trial? | Thursday 29th October, 2026 |
| foodanddrinktechnology.com | A drink without a bottle? - Food and Drink Technology | Thursday 29th October, 2026 |
| packagingeurope.com | Edible seaweed ginger shot pods piloted by Innocent Drinks and Notpla | Thursday 29th October, 2026 |
| packaging-gateway.com | Innocent Drinks pilots Notpla’s edible seaweed pods | Friday 30th October, 2026 |
| sustainabilitymea.com | Innocent Drinks tests edible seaweed packaging in consumer pi ... | Saturday 31st October, 2026 |
| thepackagingportal.com | Innocent Drinks trials ‘packaging-free’ packaging – ThePackagingPortal.com | Monday 2nd November, 2026 |
| thegrocer.co.uk | Innocent teams up with Notpla to trial no-bottle edible juice shots | Monday 2nd November, 2026 |
| indiatimes.com | Innocent and Notpla pilot edible seaweed ginger shot pods, ETPackaging | Wednesday 4th November, 2026 |