Innocent Drinks has picked Liquid as its first direct marketing agency as part of a &£7m marketing drive planned for 2006.
Innocent has also added Exposure to its agency roster. It has been given the brief of creating a live marketing, events and promotions programme, to start in January. Exposure won the task after pitching against Jack Morton Public Events and Cunning.
Liquid will handle Innocent’s direct marketing programme after beating off competition from Meteorite, Tequila and Communicator for the business.
In 2005 Innocent’s smoothies hit weekly sales of over 700,000 bottles, attracted over 100,000 people to free music festival Fruitstock in Regent’s Park and screened its first television advertising campaign.
The company expects Liquid and Exposure to increase its brand awareness further. Innocent head of communications Charlotte Rawlins says: “The appointments will ensure we develop even stronger relationships with our existing core of loyal fans while recruiting new ones.”
Innocent recently picked Lowe London as its advertising agency; PHD Rocket handles its media planning and buying.