Led by its global chief creative officer, Esther Lee, the soft-drinks giant is understood to have held meetings with a large selection of agencies in London over the past fortnight.
Agencies have been asked to develop specific content ideas for the Coke icon brand for UK and international television programmes. The move is separate from Coke's hunt for "big" creative ideas to form the basis of a global brand campaign.
Last year, Coke paid $26m for the product placement and branded content exercises that surrounded the 'American Idol' series.
Naked Communications was appointed earlier this year to handle international "brand amplification" for the Coke icon brand. The agency is responsible for co-ordinating the Coke brand message's use in alternative media and events.
Coke is currently overhauling much of its global marketing business. Last month, it appointed the Amsterdam- based independent agency StrawberryFrog as its agency of record for Diet Coke in Germany, replacing Publicis.
A health backlash against sugary drinks saw UK Coke sales fall 3% last year.
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