Mother has been awarded the £1 million account for the still
soft drink Oasis, in a move that further cements its place at the heart
of the Coca-Cola Great Britain roster.
The agency was handed its fifth piece of Coke business in a move out of
TBWA/London. Coca-Cola's decision was made on the back of Mother's work
for Lilt, Dr Pepper, Schweppes and Alive.
The decision will not have surprised TBWA as Coca-Cola GB's recent
marketing reshuffle has seen it shifting its advertising accounts to
smaller hotshops such as Soul and Mother.
TBWA was handed the Oasis account in December 1998 and subsequently
produced a campaign introducing the Karma Brothers and the strapline
"Chill with the still" to highlight the brand's refreshing drinkability
and to give it a cooler image.
It replaced the campaign fronted by the drag queen Lily Savage, which
used the line: "Open, pour, be yourself once more." Saatchi & Saatchi,
which created the Lily Savage work, split with the drinks company in
August 1998 citing a conflict with its Procter & Gamble client, Sunny
Mother has steadily built up its place on the Coke roster. It produced
its first work for Lilt in 1999 and won Dr Pepper in November last
It then won the launch of the still fruit juice drink Alive in January
and went on to pick up Schweppes in June.
Charlotte Oades, the marketing director for Coca-Cola GB, said: "Mother
has consistently impressed us with its creative thinking on our brands,
and this latest appointment reflects our desire to continue to make
great local advertising and take Oasis to the next level of
Andy Medd, a partner at Mother, said: "We love working with Coke. It's
challenged us to deliver great campaigns and it works hard with us to
make sure we can. This appointment shows it recognises and rewards
The agency has produced well-liked work for Coca-Cola. Its most recent
campaign for Dr Pepper included a spot in which a teenage boy eyed up a
bottle of the soft drink in a chiller cabinet and asked the immortal
question: "What's the worst that can happen?"
As the cabinet fell on him, it triggered a series of unfortunate
sequences, culminating in him being carried naked through the streets of
New York on live television. The work won a gold and silver Lion at
Cannes this year.