Brands
The Coca-Cola company has chosen Anomaly as
its newest creative partner on the Diet Coke brand after a review.
"Coca-Cola North America Marketing
maintains a strong roster of agencies that help craft meaningful communication
for our brands," a company spokesperson wrote. "Diet Coke has
selected Anomaly L.A. for its latest brand creative assignment. We look forward
to collaborating with the team to develop new work for Diet Coke."
News of the review broke last October. Droga5
had formerly been agency of record on the brand for several years but parted
ways with the client "several months" before Coca-Cola announced that
it would be looking for a new creative partner.
According to sources close to the matter,
Anomaly and Ogilvy & Mather—which has long worked on international
campaigns for Diet Coke were among those competing for the business. The New
York-based, MDC Partners-owned agency first announced plans to open a new Los
Angeles office last summer after winning lead creative duties on Apple's Beats
by Dre brand in May.
The size and nature of the Diet Coke
assignment are unclear at this time, and Coca-Cola representatives have not
responded to requests for more information regarding future campaigns from
Anomaly. According to the latest numbers from Kantar Media, the parent company
spent approximately $45 million on paid media promoting Diet Coke in the U.S.
in 2015 and $35 million during the first nine months of last year.
At the very least, the company aims to boost
consistently declining sales rates; last year, U.S. soda consumption fell to a
30-year low.
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