Innocent appoints Fallon to lead health benefit strategy

Innocent is set to launch a fresh push to promote the health benefits of its core smoothie range after appointing Fallon to handle its UK advertising account.

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The moves comes four months after Coca-Cola took a minority stake worth £30m in the smoothie brand to further Innocent’s expansion in both UK and Europe.

The developments come as sales of the brand slow in the wake of the economic downturn. As a supplier, Innocent reported a 140% increase in 2006, before swinging to a decline of 26% last year, according to the Britvic Soft Drink Report.

Fallon, which worked on the launch campaign for the brand in 1999, won the campaign after beating WCRS in a final shoot-out. The agency is already on the Coca-Cola roster as it handles Powerade in Europe.

Innocent did not work with an incumbent agency in recent months and used its in-house creative team to develop campaigns. Fallon will now work with the in-house team.

The pitch was overseen by marketing director Thomas Delabriere.

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