Lowe Lintas has been appointed to handle the pan-European launch of
Nestea, Coca-Cola's iced tea brand.
A spokeswoman said: "The intention of the company is to build a strong
business for ready-to-drink tea and coffees for Europe as a whole."
Coca-Cola, which signed a 100-year distribution licence for the Nestea
brand in 1994, was close to launching the brand in the UK in 1995, but
abandoned the plans at the last minute. The company was in advance
stages of producing a campaign through Bartle Bogle Hegarty when the
project was pulled.
The appointment marks a further strengthening of Lowe's parent company
Interpublic's grip on the Coke roster. In a re-allocation of advertising
briefs in October, Lowe was handed the Diet Coke brand globally from
Wieden & Kennedy. IPG's FCB network is expected to pick up the global
Powerade account, also from Wieden & Kennedy. IPG's McCann-Erickson
network handles Coca-Cola on a global basis.
The realignment of agencies also saw Ogilvy & Mather pick up the global
accounts for Fanta and Sprite. The re-allocation of assignments appeared
to reverse the company's much-vaunted "think local, act local" strategy
and appeared to be motivated by cost savings.
Coca-Cola will be hoping to win Europeans over to the idea of chilled
tea. In the US, 85 per cent of tea is served with ice.
Nestea is now part of Beverage Partners Worldwide, the new name for
Coca-Cola Nestle Refreshments. The business operates in more than 24
countries around the world, marketing a range of ready-to-drink chilled
teas and coffees.