In the UK, Coca-Cola works with a range of agencies including Glue London, AKQA and Workclub; the latter was appointed to its digital roster last September to develop creative concepts for its sponsorship of the UEFA Euro 2008 football championship.
A spokeswoman for Coca-Cola Europe said: 'We are conducting an internal review of our digital communications to see what the web means to us in terms of corporate messaging.'
It is not known whether this will lead to a review of Coca-Cola Europe's digital agency arrangements.
However, the brand plans to increase its digital and mobile promotional activity this year to remain relevant to youth consumers. It recently launched Let's Get Together, a website designed to allow users to ask questions about the firm and its products.
Coca-Cola is also seeking a mobile agency to launch an SMS on-pack promotion. It works with a handful of mobile specialists including Mobile, Marvellous and Sponge.
Next month, it intends to launch its first UK rewards programme, called Coke Zone. It will offer consumers a series of rewards and prizes in return for purchasing Coca-Cola products.
Each 500ml or 2-litre pack of Coca-Cola, Diet Coke or Coke Zero will contain a unique code, which can be entered via the web, text or WAP; points can then be redeemed or collected.
The launch will be supported by a £5m ad campaign, created by VCCP, across TV, print and digital.
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