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by The Newshound

on Aug 29

£35m Diet Coke deal for Mother dearest

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In overseas agency news, Brand Republic reports that Mother has landed a £35 million (AUS$74 million) pan-European advertising account for Diet Coke.

Why do we care? Mother is one of the funkiest agencies in the UK, with offices in New York and Buenos Aries. It’s won awards and kudos for its creative campaigns, though some say that it has left some of its quirkiness behind to focus on bigger clients.

Evidence of its funkiness can be found at Mother’s website, which features footage of employees skateboarding around the office.

Its first work for the soft drink giant will be a campaign for Diet Coke and Coke Light, aimed at Coca-Cola’s European markets, including the UK.

Mother’s appointment is expected to have a significant affect on the work of rival VCCP does for the brand. VCCP has handled UK Coke since 2004, but it was not asked to pitch for the pan-European brief.

Coca-Cola is now likely to rid itself of the Diet Coke hunk character as its logo (reinstated by VCCP).

Andy Medd, the partner and head strategist at Mother, says “It’s pretty daunting to follow in the Diet Coke hunk’s footsteps, but maybe it’s time for him to retire. Everyone at Mother is completely over-excited about this appointment and it's probably one of the biggest things that's ever happened to us.”

“In light of (Mother’s appointment), Coca-Cola Great Britain is currently reviewing the role VCCP will play on Diet Coke,” a spokeswoman for Coca-Cola revealed.

Coca-Cola’s decision is a significant change in its marketing strategy, looking to shift from a market-by-market advertising approach toward regional campaigns and it is likely the company will continue to roll out the same strategy across its other brands.

A pan-European review for its Sprite brand has already been conducted, with Ogilvy and Mather Frankfurt appointed ahead of Karmarama and M&C Saatchi Berlin.

A possible explanation for the strategic change could be the appointment of Guy Duncan, the former Coley Porter Bell client services director, who joined Coca-Cola as the director of creative development for Europe.

For updates on who gets the Fanta and other Coca-Cola brand accounts, watch this space.

13 Comments

hitcliff
  • Wrote on 6 Sep, at 07:45PM
congratulations! sarcastically meant, though... have read a lot on the topic at different blogs and books (download mainly from http://www.picktorrent.com )it's sooo harmful for one's health! wish they decided to build a green food restaurant instead
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  • Wrote on 22 Jan, at 10:26PM
I hate coca cola but i buy it...
Oduox
  • Wrote on 26 Jan, at 12:47AM
I've gone right off all kinds of fizzy drinks, not just cola. I reckon it's better if I just drink fruit juice or tea.
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  • Wrote on 10 Jun, at 03:26PM
Thanks for posting this informative article.
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  • Wrote on 21 Jun, at 11:17PM
Coca-Cola Great Britain is currently reviewing the role VCCP will play on Diet Coke..Have to see what happens??
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  • Wrote on 21 Jun, at 11:19PM
Once upon in India, all the coca-cola products have been banned for the reason that some poison is being injected in that drink. But now it is present in every where.
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  • Wrote on 1 Jul, at 05:17PM
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  • Wrote on 11 Jul, at 02:04PM
diet coke was said to be good for health as it had less calories
oyunlar
  • Wrote on 22 Jul, at 04:03AM
Once upon in India, all the coca-cola products have been banned for the reason that some poison is being injected in that drink. But now it is present in every where.
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  • Wrote on 7 Aug, at 01:35AM
What a powerful piece! You have done a wonderful job of explaining the issue from every angle. You've written this piece with a great global perspective - so that people like myself who are unfamiliar with Islamic law and practices, can wrap their minds around the issue: why it's happening and why it's a problem, as well as why it's not an easy issue to solve. You've also provided some good insight as to your own thoughts on how best to solve the issue.
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  • Wrote on 9 Aug, at 12:05PM
I hate diet code, I prefer just regular coke.
Legendary
  • Wrote on 19 Aug, at 06:33PM
I prefer coca cola zero.
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  • Wrote on 1 Sep, at 05:00PM
right off all kinds of fizzy drinks, not just cola. I reckon it's better if I just drink fruit juice or tea.

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