Editorial: Has Innocent lost its rebellious streak?

Fallon's appointment to Innocent's UK account may turn out to be a significant rite of passage for the smoothie-maker.

In the past, its entrepreneurial and unconventional nature seemed to translate into near farcical relationships with agencies. Pitches were called only to be called off, and work assigned to Innocent's in-house creative department. Now with Coca-Cola as a £30 million stakeholder and the former PepsiCo executive Thomas Delabriere in charge of its marketing, Innocent looks to be losing its rogue status.