Coca-Cola has started a multi million-pound pan-European advertising review of its Coke Zero brand, as part of the drinks company’s global plan to consolidate its agency rosters. The brand is worth £5.8m in the UK.
Sources say agencies are being asked to pitch for the business with a view to launching new work at the beginning of next year.
Agencies understood to be involved in the pitch include Wieden & Kennedy Amsterdam, VCCP and Argentinean agency Santo.
As part of a wider rethink of its marketing strategy, Coke has been looking to cut the number of agencies on its roster and take a more “regional approach” to its advertising.
This follows the appointment of Mother to the pan-European £35m Diet Coke account. VCCP, which was appointed to the UK business in 2004, is not believed to have been involved in the Diet Coke pitch.
Mother has been appointed to handle Coke’s summer “Coke Side of Life” campaign. It is also expected to create a winter campaign.
Coke has extended its new regional focus to its other drinks brands as well, when earlier this year it appointed Ogilvy & Mather Frankfurt to the pan-European Sprite ad account.
Last week, Fallon beat incumbent Mother in a pitch for the pan-European Powerade account. The reviews come in the wake of Coke’s global plans to cut up to $500m (£250.7m) in costs by 2011.
A Coke spokesman says: “In the UK we continue to work with VCCP on Coke Zero. We have no other Coke Zero news to announce.”