McCann-Erickson has won the task of rejuvenating Coca-Cola's
flagship brand through a major global advertising blitz this spring. The
decision follows the appointment of McCann's parent, the Interpublic
Group, as Coca-Cola's global communications consultant last
The McCann network's national hub agencies will each develop TV
campaigns aimed at their local markets, in line with Coca-Cola's 'think
local, act local' strategy. Each market's campaign will consist of two
ads with the common theme of 'life tastes good', which replaces
Coca-Cola's previous global slogan: 'Enjoy'.
McCann-Erickson London will develop twin ads for the UK, while Soul will
continue with the Coke Auction brief that it picked up last year.
'We are excited about the work that we have been developing as it places
renewed focus on the brand and people's unique relationship with
it,Coca-Cola's marketing director for the UK and Ireland, Charlotte
Oades, said .
It is not known how the appointment will affect Coca-Cola's relationship
with Publicis, its pan-European agency of record. Publicis beat
McCann-Erickson and Leo Burnett to win the account last November.
Publicis' appointment was the first by Coca-Cola on a regional basis.
However, the agency's position appeared to be quickly weakened by the
Interpublic appointment a month later.
Coca-Cola spends an estimated dollars 1 billion advertising its flagship