Glue London wins launch brief for Coke Zero

by Larissa Bannister, Campaign 16-Jun-06

Coca-Cola has appointed glue London to handle digital creative advertising for the launch of Coke Zero.

The agency was awarded the multimillion-pound business without a
pitch.

Coke already has a relationship with the Aegis-owned Vizeum and
Diffiniti, which will handle off- and online media for the launch

respectively. Glue became part of the group in which both agencies

operate when it was bought by Isobar last August in a deal worth £14 million.

VCCP, which also works on Diet Coke, will handle offline creative.

A launch campaign for Coke Zero will break later this summer. While the
above-the-line work will focus on building awareness, online is expected
to target 20- to 29- year-old men with large-format, rich-media
advertising.

Coke Zero is a calorie-free range of drinks. Its launch will be the
first from Coca-Cola since Diet Coke arrived in the UK in 1984. The
company has identified as a core target market young adult males who are
aiming to improve their lifestyle but do not traditionally buy diet
drinks.

Pepsi Max, a direct competitor to Coke Zero, also has a masculine
positioning.

The glue London joint managing director Jo Hagger said: "Online is great
for targeting as well as brand-building and is the ideal environment to
reach this audience."

Coca-Cola has not historically used much digital advertising for UK
campaigns, although it is working on the launch of a global digital
platform, iCoke.