Coca-Cola gives 16 agencies the boot and launches with new slogan
Not only Migros, Switzerland's largest employer, but also the soft drinks giant Coca-Cola is completely reorganizing its advertising efforts in view of the harsh economic situation: the Group is drastically cutting the number of its agencies in Europe and launching a new campaign.
Not only Migros, Switzerland's largest employer, but also the soft drinks giant Coca-Cola is completely reorganizing its advertising efforts in view of the tough economic situation: the group is drastically reducing the number of its agencies in Europe. Instead of the previous 20, only four agencies will be responsible for advertising the soft drink in future. As reported by the British Guardian newspaper, the cooperation with Wieden & Kennedy in Amsterdam, Mutter in London, McCann Erickson and Senior Rushmore in Madrid will remain in place.
Cooperation with the agencies is to be better coordinated through the establishment of the so-called "Coke Red European Agency Network". In addition, the exchange between the agencies is to be strengthened in order to optimize the conception and implementation of integrated marketing campaigns, a spokesperson for Coca-Cola Europe told Horizont.net.
Parallel to the restructuring, the Group is saying goodbye to its previous slogan "The Coke Side of Life". The new campaign is intended to put consumers in a good mood in times of recession. That is why the uplifting message "Open Happiness" was developed.
The beverage giant is launching its print and TV presence in the USA in the coming weeks. It is the first major brand appearance for the main brand in three years. Like the previous campaign, the current one is likely to come from the Amsterdam office of the Wieden + Kennedy agency, according to Horiozont.net. The slogan "The Coke Side of Life" replaced the "Real" campaign at the beginning of 2006.
Cooperation with the agencies is to be better coordinated through the establishment of the so-called "Coke Red European Agency Network". In addition, the exchange between the agencies is to be strengthened in order to optimize the conception and implementation of integrated marketing campaigns, a spokesperson for Coca-Cola Europe told Horizont.net.
Parallel to the restructuring, the Group is saying goodbye to its previous slogan "The Coke Side of Life". The new campaign is intended to put consumers in a good mood in times of recession. That is why the uplifting message "Open Happiness" was developed.
The beverage giant is launching its print and TV presence in the USA in the coming weeks. It is the first major brand appearance for the main brand in three years. Like the previous campaign, the current one is likely to come from the Amsterdam office of the Wieden + Kennedy agency, according to Horiozont.net. The slogan "The Coke Side of Life" replaced the "Real" campaign at the beginning of 2006.
