Mothers hands on Coca-Cola across Europe
Mother is an agency that’s been appearing on the radar quite a lot lately, though there seems to be a credible reason why – it keeps getting massive clients!
Coca-Cola has appointed Mother to handle its £30 million 2009 pan-European summer campaign.
Mother won the business after a two-way pitch against the Spanish incumbent, Señora Rushmore Madrid.
The agency will now create a campaign to run across all of Coca-Cola’s European markets, including the UK, France, Germany, Italy, Spain and Portugal.
The brief is to push the brand as the drink of the Euro summer, using the existing ‘Coke side of life’ slogan.
It won the Euro account for Diet Coke last month without a pitch and it handles a number of Coca-Cola brands in the UK – Schweppes, Lilt, Oasis, Powerade and Dr Pepper.
Coca-Cola is changing its ad strategy from a market-by-market approach toward regional campaigns in an attempt to bring more consistency to its communications.
It also has a deal with Ogilvy & Mather Frankfurt after giving the agency its ad brief for Sprite in July 2008.
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 the Euro 2008 ‘unhuggables’ campaign by Santo, have run in multiple markets.
This also follows Coca-Cola Australia announcing its new campaign to reassure consumers here that its formula hasn’t changed and isn’t as bad for you as what everyone says that it is.