Glue London wins launch brief for Coke Zero

Coca-Cola has appointed glue London to handle digital creative advertising for the launch of Coke Zero.

The agency was awarded the multimillion-pound business without a pitch.

Coke already has a relationship with the Aegis-owned Vizeum and Diffiniti, which will handle off- and online media for the launch respectively. Glue became part of the group in which both agencies operate when it was bought by Isobar last August in a deal worth £14 million.

VCCP, which also works on Diet Coke, will handle offline creative.

A launch campaign for Coke Zero will break later this summer. While the above-the-line work will focus on building awareness, online is expected to target 20- to 29- year-old men with large-format, rich-media advertising.

Coke Zero is a calorie-free range of drinks. Its launch will be the first from Coca-Cola since Diet Coke arrived in the UK in 1984. The company has identified as a core target market young adult males who are aiming to improve their lifestyle but do not traditionally buy diet drinks.

Pepsi Max, a direct competitor to Coke Zero, also has a masculine positioning.

The glue London joint managing director Jo Hagger said: "Online is great for targeting as well as brand-building and is the ideal environment to reach this audience."

Coca-Cola has not historically used much digital advertising for UK campaigns, although it is working on the launch of a global digital platform, iCoke.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).