The highly anticipated launch, which will be Coca-Cola's biggest investment of the year, will intensify competition with rival Pepsi Max, which also targets young men (Marketing, 5 April).
The appointment is a blow to Mother, which recently picked up Coca-Cola's Fanta brand, following its work on Fanta Z (Marketing, 7 December). The agency also created a spot with a soundtrack written by rock band White Stripes' Jack White, which made its debut during the MTV Music Awards in Australia.
VCCP's appointment follows the success of its Diet Coke 'Tort' campaign, which was created to give the brand a more unisex appeal. Diet Coke has experienced strong growth in a declining market over the past 18 months, with flavour extensions such as Diet Coke with lime and Diet Coke with cherry driving sales.
Separately, Coca-Cola is launching its 'Make every drop count' campaign, created by Leo Burnett, this month. The activity, which will run in the consumer press, includes advertorials reaffirming Coca-Cola's policies on sports and wellbeing.
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