Coke Zero picks VCCP to create launch offensive

The appointment is a blow to Mother, which recently picked up

Coca-Cola's Fanta brand, following its work on Fanta Z (Marketing, 7
December). The agency also created a spot with a soundtrack written by
rock band White Stripes' Jack White, which made its debut during the MTV
Music Awards in Australia.

VCCP's appointment follows the success of its Diet Coke 'Tort' campaign,
which was created to give the brand a more unisex appeal. Diet Coke has
experienced strong growth in a declining market over the past 18 months,
with flavour extensions such as Diet Coke with lime and Diet Coke with
cherry driving sales.

Separately, Coca-Cola is launching its 'Make every drop count' campaign,
created by Leo Burnett, this month. The activity, which will run in the
consumer press, includes advertorials reaffirming Coca-Cola's policies
on sports and wellbeing.