Coca-Cola rewards small consultancy with Sprite account

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.

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

’badge’.



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