Coca-Cola has appointed Mother to handle the £35m pan-European brief for Diet Coke. The agency pitched against a number of undisclosed agencies to win the business although it is not clear if UK incumbent Vallance Carruthers Coleman Priest was involved.
It is understood that the agency will create a campaign that will run in a number of European markets including the UK.
Coca-Cola Great Britain says it is reviewing the role of VCCP on the brand although it maintains this will not affect the agency’s ongoing relationship with the company.
The appointment is thought to be the first in a series of changes to the Coke roster as part of a move towards regional marketing and advertising. At present, brand campaigns have been developed either to be used globally or for individual markets.
In July, the soft drinks company appointed Ogilvy & Mather Frankfurt to handle the pan-European brief for Sprite (MW July 10). It comes ahead of an expected relaunch of the brand.