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
Lilt spent more than pounds 3 million above the line last year through
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
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
Its media arm, Universal McCann, is unaffected by the changes on
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.