Coca-Cola has snubbed its big roster agencies by appointing a tiny
marketing consultancy, Integrated Media International, to handle its
Sprite brand in an aggressive drive to build its share of the fruit
carbonated drinks sector.
The soft-drinks giant is pumping pounds 4.5 million into Sprite in the
coming year, pounds 1.5 million of which is being ploughed into a
five-week campaign which breaks next week.
The appointment of IMI is a radical departure for Coca-Cola, which has
traditionally used TV work sourced from the US for Sprite.
Sprite’s brand manager, David Grint, said: ’The fact that we haven’t
used an ad agency is unique. Sprite will be a substantial brand in an
enlarged market; this new approach is indicative of the attitude behind
the brand and where we might go in the future. In theory we could use
someone like Publicis (a UK roster agency), in practice it remains to be
seen. We’re not constrained by conventionality.’
The new campaign also marks an attempt by Coca-Cola to build Sprite as a
more British brand and move it away from the American proposition of its
previous TV work, ’badge’.
The ad features the Storm model, Mark Crumpton, in a surreal dream
sequence in which snowboarding meets the urban environment of London.
The work retains the Sprite manifesto, ’Obey your thirst’, also used in