Smoothie maker and marketing phenomenon Innocent Drinks has gone experiential with a new campaign planned for launch in the New Year, handled by live marketing agency LoewyBe.

Exact details of the activity remain under wraps, but several hundred thousand samples are expected to be distributed during the campaign.

“Innocent is one of those brands that every creative agency wants to work with, so we’re delighted the company has chosen to work with us,” said Joss Davidge, LoewyBe’s marketing and business development director. “The brand has long recognised the power of experiential marketing, and we’re relishing the chance to work on exciting live brand experiences during 2007, starting with this New Year campaign.”

Commenting on the launch, Andrew Bullock, below the line communications manager at Innocent, said: “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.”

EVENTS:review will be following Innocent’s New Year campaign with further reports and analysis.