Coke names UK sparkling drinks brand director

NICK%20ROBINSONCoca-Cola Great Britain has appointed senior Diageo marketer Nick Robinson as brand director of its sparkling drinks portfolio.

Robinson will lead the marketing of Coke, Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Lilt and the Schweppes range.

He replaces Bobby Brittain, who moved to Coca-Cola Canada to become vice-president of sparkling beverages (MW 22 January). He will begin in the role on June 1 and report to Coca-Cola GB and Ireland marketing director Cathryn Sleight.

Robinson has worked for Diageo since 1995, most recently as marketing director of global travel and the Middle East. He was also previously marketing director for Guinness and marketing manager for Smirnoff.

Brittain’s promotion at the beginning of the year coincided with the promotion of Paul Woodward, brand director for adult and performance beverages. He moved to the role of general manager of Coca-Cola Sweden.

Coca-Cola recently launched a global campaign for Coke Zero featuring the tagline “The Impossible Made Possible”.

The campaign, created by Grey Kobenhavn, launched in the UK on 7 April and encompasses TV, cinema and outdoor. Digital advertising was created by Glue.

Last month, the world’s biggest soft drinks company reported a 3% fall in net revenues to $7.2bn (£5bn) in the three months to 3 April. However, Coca-Cola president and chief executive Muhtar Kent said that the “love and trust” consumers had in its brands meant that it remained well positioned for long-term growth despite the economic downturn.

Kent was also elected chairman of the company last month.


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