Coca-Cola has given its latest UK advertising for Diet Coke to Publicis.
The ad is a one-off to flag Diet Coke’s sponsorship of Wimbledon. Publicis is a Coke roster agency for the main brand throughout Europe.
The Publicis ad features a series of vignettes on the championship, such as a girl wearing a bikini made up of tennis balls and a flower bed with the Diet Coke logo.
Lowe & Partners is the global agency of record for all English-speaking countries.
Lowe Howard-Spink in Lon don has produced TV ads for Diet Coke in the past, including a campaign featuring a blow-up Frankenstein doll.
The most recent Diet Coke ads have been imported from the US. The first ad, “Diet Coke Break”, features actor Lucky Vanous as a construction worker stripping off in front of a team of female office workers. The second shows him as a magazine model stepping out of the page.
A source close to Coke says the decision to use different agencies on the same brand with differing executions will affect its brand image in the long term.
A new Diet Coke execution, called “Street Corners”, is running in cinemas and will appear on TV after Wimbledon. It has been devised by Lowe in the US.