The beverage was once a star performer for Diageo, but earlier this year it revealed that 2003 sales for the beverage had fallen by 12%.
Just over a year ago, it dropped its "As clear as your conscience" advertising strategy, which was used for the launch of the brand in 1999, for a new, more obscure campaign based around the concept of 'Lyriquid Perfection'. It spent 拢8.5m on the campaign.
In a statement, Diageo said that a small group of agencies including J Walter Thompson were going to pitch for the work with a decision set to be made by November.
It is understood that other agencies on the Diageo roster including Mother, which already handles Pimm's and Archers business, as well as Bartle Bogle Hegarty, which works on brands including Gordon's Gin and Bailey's, will be in the running for the account.
Abbott Mead Vickers BBDO, which creates advertising for Guinness and Diageo's responsible drinking campaign, is not thought to be competing for the work.
The 'As clear as your conscience' campaign was launched in 1999 and propelled Smirnoff Ice to take a 28% of the ready-to-drink market. Since then, Diageo has been looking to replicate the success but without much luck.
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