Coca-Cola hands Lilt task to Mother

Mother has added Coca-Cola Great Britain to its client list by winning the brief to overhaul Lilt’s creative work and boost the soft drink’s year-round profile.

Mother has added Coca-Cola Great Britain to its client list by

winning the brief to overhaul Lilt’s creative work and boost the soft

drink’s year-round profile.



The move brings to an end the creative relationship between Coca-Cola

and McCann-Erickson in the UK.



In April, the drinks giant confirmed that it planned to put at least

pounds 32 million behind the Lilt, Fanta, Sprite and Dr Pepper brands

this year.



Lilt spent more than pounds 3 million above the line last year through

McCanns.



Revamped ad campaigns for Fanta and Dr Pepper, created by Leagas Delaney

and Young & Rubicam respectively, have already appeared on television

screens and poster sites this summer.



A spokeswoman for Coca-Cola Great Britain said: ’Mother’s brief will be

to communicate the Lilt attitude - ’totally tropical, totally chilled’ -

and drive the brand’s year-round relevance to 16- to 35-year-olds.’



Lilt’s last major campaign, created more than a year ago by McCanns,

attempted to extend the appeal of the brand beyond the summer

months.



The TV ad showed a couple transforming the sinking of their boat into an

opportunity to provide diving tours to the wreck. It introduced a new

endline: ’A taste of the tropical? Totally.’



’Lilt - with the totally tropical taste’ was a famous endline in the 80s

but the brand has since undergone a series of redesigns and has lost

ground in the soft drinks market. The account move ends a 15-year

relationship with McCanns.



Lilt was the last piece of Coca-Cola creative business held by McCanns

in the UK. The agency, which once had worldwide creative control on all

Coca-Cola’s advertising, now dominates only the media side of the

brief.



Its media arm, Universal McCann, is unaffected by the changes on

Lilt.



Robert Saville, one of the founders of Mother, said: ’This appointment

says a lot about Mother, but speaks volumes for Coca-Cola. As a company

it continues to demonstrate how much it values the contribution creative

thinking makes to its business.’



Mother, which is just over six months old, already has a client list

that includes Virgin, Unilever, Emap Radio, the Wagadon publishing

company and Channel 5.



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