Last year Coke embarked on a global agency realignment, moving the majority of its brands into IPG-owned networks. The reshuffle saw Lowe, which created the original "hunk advertising for Diet Coke, taking back the global advertising for the brand in the US from W&K.
The marketing director, Charlotte Oades, said Lowe would start working to take the brand to a wider, unisex market in the UK. The brand has grown by an average of 7 per cent per year over the past five years, and saw a 10 per cent surge in 2001.
"Our advertising over recent years has evolved using campaigns that communicate the brand's sassy, confident style in a relevant way to British consumers.
The fresh creative energy Lowe will bring to Diet Coke will help us build on this great heritage and maximise the brand's growth potential, she said.