VCCP will create a multi-media campaign, encompassing TV, print and point of sale, to help Coke introduce the Minute Maid juice brand into the UK this summer.
The agency landed the brief, having beaten Publicis in a pitch. VCCP already handles the advertising for Diet Coke and Appletise.
Coke announced its plan to establish Minute Maid as a global brand back in 2003. The company's UK ambitions were dented when McDonald's ditched the brand in favour of PepsiCo's Tropicana.
The roll-out of Minute Maid is part of Coke's attempt to establish itself as a purveyor of healthy juice drinks. The company also plans to extend its soft-drink portfolio with a Schweppes-branded juice drink, Deuce.
The VCCP partner Adrian Coleman said: "Minute Maid provides us with a real opportunity to do something new and interesting in a traditional category."