Innocent appoints Public to work on kids range

Innocent has appointed Public to handle digital advertising for its ‘smoothies for kids’ range.

The agency was appointed following a three-way pitch and will now promote the range online.

Gurdeep Loyal, brand manager for the innocent kids range, says that the smoothie makers’ focus in 2010 is on “building on the huge success of our kids smoothie brand following last year’s above-the-line and on-pack activity”.

Innocent launched a television campaign for the range last year using the strapline “Innocent Smoothies. Innocent fun for kids”. The ads highlighted the “3 free fridge magnets” on-pack promotion.

The firm’s above-the-line advertising account is handled by Fallon. The agency was appointed last August following a final shoot-out with WCRS.

The appointment came three months after Innocent sold a stake of between 10 and 20% to Coca-Cola. The share was understood to be worth about £30m.  

Public has previously worked with MTV, Cartoon Network, Discovery Channel, The National Lottery, Nike and Johnson & Johnson.


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