Mother to handle Coca-Cola across Europe
Coca-Cola has appointed Mother to handle its estimated £30 million 2009 pan-European summer campaign.
The agency won the business after a two-way pitch against the Spanish
incumbent, Senora Rushmore Madrid.
Mother will now create a campaign to run across all of Coca-Cola's
European markets next summer, including the UK, France, Germany, Italy,
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The brief is to push the brand as the drink of the summer using the
existing "Coke side of life" proposition.
The appointment strengthens Mother's relationship with Coca-Cola. It won
the pan-European account for Diet Coke last month without a pitch and it
handles a number of Coca-Cola brands in the UK, including Schweppes,
Lilt, Oasis, Powerade and Dr Pepper.
Coca-Cola is changing its ad strategy from a market-by-market approach
towards regional campaigns in a bid to bring greater consistency to its
communications.
The company moved the pan-European ad brief for Sprite to Ogilvy &
Mather Frankfurt in July.
Advertising for the main Coke brand has historically been handled on a
market-by-market basis, but recent campaigns, including the "video game"
spot from Wieden & Kennedy US and this summer's Euro 2008 "unhuggables"
campaign by Santo, have run in multiple markets.
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