Coke appoints Mother for £2m Burn ads

Coca-Cola has appointed Mother to create a £2m advertising campaign for its Burn energy drink, marking the first above-the-line spend for the brand.

The campaign sees a reversal of the original marketing strategy for Burn, which was positioned as an underground drink at its launch in October 2000.

At the time Coke said it would not seek publicity for the brand and would concentrate on below-the-line marketing strategy. The drink was placed in selected bars to allow consumers to discover it for themselves.

The shift in strategy will see Mother develop a campaign for Burn, comprising ambient media, press, outdoor and possibly broadcast media. The ads will retain Burn's positioning as an edgy drink that is distinctive from competitors such as Red Bull and Carbon, Britvic's energy drink brand.

Its packaging aims to stand out from the brash, bright colours of competitors, consisting of a black can with an orange match flame on the front.

Coke declined to comment on the campaign and refused to provide sales figures for Burn, which has already been advertised in New Zealand. However, the functional drinks market is booming, with a report by Zenith International suggesting that the sector will break the £1bn barrier this year.

Other brands in the market include Virgin DT, Red Devil and Red Square.

Carbon's positioning is based on its 'mind-expanding' ingredients such as the herb absinthe.

Mother's appointment adds another piece of business to its Coca-Cola portfolio. It already handles UK advertising for Alive!, Lilt and Dr Pepper.

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