innocent Drinks has appointed LoewyBe to handle a new experiential campaign for its range of smoothies, following a competitive pitch.

Several hundred thousand samples are expected to be distributed during the New Year campaign.

Andrew Bullock, Below the Line Communications Manager at innocent comments: "We have been impressed by LoewyBe's balance of creativity, planning, execution and evaluation proposals. For a brand such as innocent, Experiential Marketing has been and is increasingly an important element of the marketing mix, as it allows us to have face to face contact with our consumers."