Innocent Drinks taps Lowe for $13 million campaign

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[London] Innocent Drinks, a U.K.-based smoothie maker with a Ben & Jerry-like philosophy and more than 62% of the smoothie market, has hired Lowe London after a final shootout against two London shops, Omnicom Group-backed Campbell Doyle Dye and independent Albion. Innocent plans a $13 million campaign for 2006, the biggest marketing push from the innovative company since its 1999 launch. Richard Reed, a co-founder of Innocent, said, "Lowe nailed the right tone of voice with some great creative work and it also shared some really interesting plans to strengthen its environmental practices, something we are encouraging across all our suppliers." Lowe is expected to come up with a replacement for the existing tagline "Your daily fruit," created in-house. Innocent split with previous agency HHCL/United last summer after failing to agree on a campaign. Innocent has just named its first marketing director, Jamie Mitchell, a former McKinsey management consultant. Mr. Reed, who worked at DDB London before setting up Innocent with two friends, previously handled marketing.
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