Innocent smoothies goes up for pitch again

Innocent has called a pitch for an advertising campaign to revive its smoothie products.

Innocent: calls smoothies pitch
Innocent: calls smoothies pitch

Rainey Kelly Campbell Roalfe/Y&R, Rapier and Mother are lining up for the project. Thomas Delabriere, the Innocent marketing director, is briefing the agencies.

Fallon, Innocent’s agency-of-record, will also pitch for the smoothie project, which is likely to result in work breaking next year.

The Publicis-owned agency will continue to handle advertising for Innocent’s Veg Pots and orange drink. In the past year, Innocent spent £4m, the vast majority of its ad budget, on promoting its smoothies range.

Fallon won the account in August 2009, beating WCRS in a shoot-out. Innocent did not have an incumbent agency at the time, instead using its in-house creative team.

Innocent has a chequered past when it comes to advertising reviews, having called off three pitches over a 15-month period in 2007-2008.

However, agency fears over the fickle nature of the brand could be allayed by the fact that it is now majority owned by Coca-Cola.

The US multinational increased its stake to 58% in April.

Fallon used a talking rabbit to front its first TV ad campaigns for Innocent, which launched in January this year. Innocent will be running more TV ads from Fallon later in the year.

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