Mother has strengthened its position on the Coca-Cola GB roster with news that it has won the UK Dr Pepper account, worth pounds 5 million, following a pitch against Lowe Lintas.
The agency, which has handled the pounds 1.5 million Lilt business since 1997, will create the first UK-specific ads for the fruit-based drink. The move follows Coca-Cola's recent commitment to more localised advertising, drawing the era of big international campaigns to a close.
The account was most recently handled by Young & Rubicam in the UK. However, since the brand was sold by Cadbury-Schweppes to Coke in 1998 Y&R has not held the UK account.
The appointment comes as Coca-Cola promotes Dr Pepper to a priority brand in its portfolio. The drink has lost ground to rivals such as Tizer over the past few years.
Andrew Medd, a partner at Mother, said: 'We're delighted to have won the opportunity to work on Dr Pepper just as it becomes a major priority for the Coca-Cola company. We hope the new work will be even more successful than our Lilt campaign.'
Mother's work on Lilt has included the unlikely idea of two Caribbean women boxing while wearing bright yellow lycra jumpsuits.
Coke called a wide-ranging review of all of its UK marketing activity last month.
To date, it has reinstated Wieden & Kennedy to its Diet Coke account following a pitch, and handed BBJ its media planning.