Agency: Fallon London
By CLAIRE BEALE, campaignlive.co.uk, Friday, 01 December 2000 12:00AM
Soul has emerged triumphant from a three-way pitch for Coca-Cola Great Britain's Fanta account, which is expected to be worth pounds 5 million over the next year.
The agency beat Lowe Lintas and Leagas Delaney to the Fanta prize and is understood to be preparing work to break in the first quarter of 2001.
The appointment is the latest in a series of agency changes for CCGB, including the recent appointment of Mother to handle the pounds 5 million Dr Pepper account and Wieden & Kennedy to handle the pounds 7 million Diet Coke business. A local agency for the Coke brand is still being considered.
CCGB previously used Leagas Delaney, mainly to adapt US campaigns created by Cliff Freeman & Partners.
The UK drive behind the Fanta brand follows three years of consecutive sales growth since a relaunch in 1997. Fanta is now the UK's biggest orange carbonated drink by volume; the appointment of Soul is intended to drive home this lead with a fresh advertising strategy and a boosted ad budget of pounds 3 million.
CCGB's marketing director, Charlotte Oades, said: 'We believe Soul's team has excellent creative credentials as well as a strong understanding of British consumers. We now have an unprecedented opportunity to sustain Fanta's dramatic growth by developing local communications with Soul in 2001.'
Soul has already been working with CCGB, creating a campaign for the Coke Auction website. Duncan Bird, a partner at Soul, said the agency relished the opportunity to extend its relationship with the soft drinks company.
This article was first published on campaignlive.co.uk