Mother to handle Coca-Cola across Europe

LONDON - Coca-Cola has appointed Mother to handle its estimated £30 million 2009 pan-European summer campaign.

Coca-Cola...Mother wins 2009 summer campaign
Coca-Cola...Mother wins 2009 summer campaign

The agency won the business after a two-way pitch against the Spanish incumbent, Señora Rushmore Madrid.

Mother will now create a campaign to run across all of Coca-Cola's European markets next summer, including the UK, France, Germany, Italy, Spain and Portugal.

The brief is to push the brand as the drink of the summer using the existing "Coke side of life" proposition.

The appointment strengthens Mother's relationship with Coca-Cola.

It won the pan-European account for Diet Coke last month without a pitch and it handles a number of Coca-Cola brands in the UK, including Schweppes, Lilt, Oasis, Powerade and Dr Pepper.

Coca-Cola is changing its ad strategy from a market-by-market approach towards regional campaigns in a bid to bring greater consistency to its communications.

The company moved the pan-European ad brief for Sprite to Ogilvy & Mather Frankfurt in July.

Advertising for the main Coke brand has historically been handled on a market-by-market basis, but recent campaigns, including the "video game" spot from Wieden & Kennedy US and this summer's Euro 2008 "unhuggables" campaign by Santo, have run in multiple markets.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published