Coca-cola has appointed Mother to handle its 2009 pan-European summer advertising business. The agency won the £30m account after a two-way pitch against incumbent Senora Rushmore Madrid.
The appointment strengthens Mother’s relationship with the soft drinks company, which last month handed the agency the pan-European Diet Coke account without a pitch. It also handles the UK Coca-Cola business for brands including Oasis, Lilt, Dr Pepper and Schweppes.
It is thought Mother has been tasked to build on Coca-Cola’s “Coke side of life” proposition, pushing the cola as the drink of the summer.
The appointment demonstrates Coca-Cola’s changing advertising strategy, which sees it move away from a market-by-market approach towards regional campaigns.
Earlier this year the Atlanta-based business handed the pan-European Sprite account to Ogilvy & Mather Frankfurt following a three-way pitch against other Coke roster agencies (MW July 10).