- Mother has strengthened its position on the Coca-Cola GB roster with news that it has won the UK Dr Pepper account, worth £5 million, following a pitch against Lowe Lintas.
The agency, which has handled the £1.5 million Lilt business since 1997, will create the first UK-specific ads for the fruit-based drink. The move follows Coke's recent commitment to more localised advertising, drawing the era of big international campaigns to a close.
The account moves from Rainey Kelly Campbell Roalfe/Y&R in the UK. However, the brand's most recent spot, a spoof on Titanic, was developed in Y&R's US offices.
The appointment comes as Coke promotes Dr Pepper to a priority brand in its portfolio. The drink has lost ground to rivals like Tizer over the past few years.
Andrew Medd, a partner at Mother, said: "Naturally we are 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 re-instated Wieden & Kennedy to its Diet Coke account following a pitch, and handed BBJ its media planning.