Coca-Cola set to put UK-only ads on ice

Coca-Cola: set to end UK-only TV ads
Coca-Cola: set to end UK-only TV ads

Coca-Cola Europe looks ready to end UK-specific TV ads for its Coke range, following the company's recent global marketing restructure.

The changes mean it could scrap TV ads tailored to the UK market across its My Coke portfolio, which spans Coke, Diet Coke and Coke Zero.

The latest ads made solely for UK audiences include Diet Coke's 'Night rider' ad, featuring singer Duffy, and the 'Open happiness' Coke ad featuring electropop star Calvin Harris. Both were created by Mother London. It seems likely that future ads will be created at a pan-European or global level, then adapted for local markets.

Under the new European marketing strategy, the UK becomes a hub for direct and digital campaigns; creative could then be rolled out across the rest of Northern Europe.

Coca-Cola GB has been grouped in to the North West Europe & Nordics (NWEN) branch of the company.

A spokeswoman for Coca-Cola GB said: 'While [our] advertising strategy will take place at an NWEN level, we will use a variety of advertising agencies from different countries.'

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Promotions & Partnerships Manager £40k + excellent benefits package Chessington World of Adventures, Chessington, London (Greater)
  • Brand Manager Competitive salary + excellent benefits package Chessington World of Adventures, Chessington, London (Greater)
  • ACCOUNT MANAGER £25000 - £30000 per annum + Bonus + Benefits Live Recruitment, West Midlands

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1