Mediaedge:cia picks up £5m Coca-Cola job

Coca-Cola Enterprises has handed Mediaedge:cia its £5 million UK media planning and buying business, after a two-way tussle with Vizeum.

The account came up for pitch after Walker Media resigned the business. It had worked on the brands for five years. The account includes Coca-Cola's Capri Sun and Appletiser brands, as well as the Cola-Cola Enterprises corporate business.

Coca-Cola's other UK brands are unaffected by the review. Media buying and planning responsibilities are split between Vizeum and Universal McCann.

The creative account, which is also split between a number of agencies including Mother and Nitro, is unaffected by the media review.

Coca-Cola has upped its marketing activity recently and in August launched a new Capri-Sun variety. The drink, Capri-Sun 100 per cent Juice, is targeting the fad for healthier drinks aimed at children.

Capri-Sun has also increased its online activity and recently rolled out a digital campaign using web and mobile to promote its resealable drinking carton.

The campaign marked the brand's first foray into mobile, with a ringtone giveaway of the theme tune from the accompanying TV ad.