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.

SUBSCRIBE

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
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published