Glue London wins launch brief for Coke Zero

Coca-Cola has appointed glue London to handle digital creative advertising for the launch of Coke Zero.

The agency was awarded the multimillion-pound business without a pitch.

Coke already has a relationship with the Aegis-owned Vizeum and Diffiniti, which will handle off- and online media for the launch respectively. Glue became part of the group in which both agencies operate when it was bought by Isobar last August in a deal worth £14 million.

VCCP, which also works on Diet Coke, will handle offline creative.

A launch campaign for Coke Zero will break later this summer. While the above-the-line work will focus on building awareness, online is expected to target 20- to 29- year-old men with large-format, rich-media advertising.

Coke Zero is a calorie-free range of drinks. Its launch will be the first from Coca-Cola since Diet Coke arrived in the UK in 1984. The company has identified as a core target market young adult males who are aiming to improve their lifestyle but do not traditionally buy diet drinks.

Pepsi Max, a direct competitor to Coke Zero, also has a masculine positioning.

The glue London joint managing director Jo Hagger said: "Online is great for targeting as well as brand-building and is the ideal environment to reach this audience."

Coca-Cola has not historically used much digital advertising for UK campaigns, although it is working on the launch of a global digital platform, iCoke.

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