Fallon wins Powerade pan-Euro ad account

Coca-Cola has appointed Fallon to handle the pan-European advertising account for its Powerade brand. It is also understood that it has called a global ad review for its vitamin water, Glaceau.

Fallon is believed to have been awarded the business following a pitch against incumbent Mother.

Mother, which was appointed in May last year, will continue to work on parts of the Powerade business, including its association with the Beijing Olympics.

Meanwhile, it is understood that a number of undisclosed agencies are pitching for the global Glaceau account. However, a Coca-Cola spokesman says reports of a review are “speculation and rumour”.

In May last year Coca-Cola agreed the acquisition of Glaceau in a cash deal valued at $4.1bn (£2.3bn).

The functional drinks brand, which is marketed as containing vitamins and minerals, was launched as an attempt to beef up Coke’s healthy drinks portfolio, which also includes Coke Zero.

In the UK, its big competitor is V Water, which PepsiCo acquired in May this year. It similarly includes functional ingredients such as vitamin C, zinc and ginseng. CHI & Partners handles the advertising for the brand.†


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