Coke appoints Mother to Alive launch project

Mother has boosted its share of Coca-Cola UK's advertising business with a brief to launch Alive, a still fruit-juice beverage.

Mother has boosted its share of Coca-Cola UK's advertising business with a brief to launch Alive, a still fruit-juice beverage.

The agency won the business, which is expected to be worth around pounds 4 million, after a pitch against TBWA/London and Leo Burnett.

The new drink will be targeted at older children and teenagers. It is set to launch in April and is expected to be presented in stylish bottles designed to appeal to its target audience.

Alive will enter a crowded market, having to compete directly with Britvic's still fruit-juice drinks Fruit Shoot and Juice Up. Both brands were launched last year.

Competition between Coca-Cola and Britvic is also hotting up in the energy drinks market following the launch of Coca-Cola's Burn drink and Britvic's Carbon last year. Burn is being aimed at the clubbing market, although the drink's launch was not supported by any advertising.

Alive is one of a number of drinks being launched by Coca-Cola in the UK this year. The soft-drinks giant is also set to add Fanta Icy Lemon and the sports drink Powerade to its portfolio. Oasis, a staple in the market, is scheduled for an image overhaul by TBWA/London. The increased marketing activity is set to boost the company's pounds 45 million spend by nearly one-fifth.

Coca-Cola has increased its commitment to creative hotshops following its announced intention to 'Think local, act local' last year. A manifestation of this initiative was Soul's recent appointment to Coca-Cola's pounds 5.5 million Fanta UK account. Part of Soul's remit will be to work on the UK launch of the lemon variant.

Mother increased its Coca-Cola business last November when it won the pounds 4 million Dr Pepper business. The agency also handles Coca-Cola's pounds 1.5 million Lilt account.

Coca-Cola and Mother both refused to reveal any details about the launch of Alive.



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