Coke to target mums with online drive

Coca-Cola is on the hunt for a digital agency to work on a brief to target mums.

The soft-drinks giant has contacted agencies and content providers for credentials.

It is looking beyond just its roster of digital agencies, which includes AKQA and glue London.

The brief is thought to be to help Coca-Cola Great Britain develop a relationship with mothers, although it is unclear on which brands.

Coca-Cola has been one of the companies that consistently crops up in discussions on obesity, and recent years have seen it remove its products from schools and change its advertising strategy, including a commitment to promote healthy, active lifestyles.

The agency will have a tough brief on its hands. The celebrity chef Jamie Oliver declared last year: "I've spent two years being PC about parents. Now is the time to say 'if you're giving your young children fizzy drinks, you're an arsehole'."

Voluntary measures to limit Coca-Cola's marketing activities have not been enough to assuage the calls of health campaigners, who want further restrictions on television advertising, sponsorship, SMS marketing and celebrity endorsement.