Innocent reviews 4m account

Innocent Drinks has called a review of its £4m advertising account. The review comes just seven months after moving the business in-house from Lowe London (MW January 31).

The soft drinks company has approached a number of agencies and is putting together a shortlist. It is thought the winning agency will be briefed to produce a television campaign focusing on the health benefits of its smoothie drinks in the New Year.

The company has previously been criticised for suggesting that the health benefits of its “superfood” drinks removed more bodily toxins and could supply more antioxidants than eating the recommended daily intake of five portions of fruit and vegetables.

In June last year, Innocent called a review of the account through Creative Brief, which had been held by Lowe since 2005, but cancelled it following contract negotiations with Lowe.

It still works with Innocent on a number of projects, but is not taking part in the review. Albion, which works on Innocent Kids, is understood to have declined to pitch for the business.