It has launched a dedicated site, , which allows consumers to generate their own "love label" to print out and stick onto a smoothie bottle.
The campaign will also feature Facebook, Twitter and other online activity.
The Innocent logo, which shows a circular face with two eyes and a halo, has been altered so the labels look more heart-shaped.
Through the site, consumers can pick their favourite smoothie and edit the label to include phrases such as, "It may or may not have an aphrodisiac effect. Sip it and see," and "It's a gift from someone who'll set your groin on fire".
Consumers can also choose from a range of poems or messages to appear on the labels, or write their own.
The promotion comes a week after news that Innocent's marketing director, Thomas Delabriere, is to leave the company. He will be replaced by Douglas Lamont, Innocent's innovation director.
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