Lowe has made a breakthrough in Coke's roster once again. As per the new restructuring, Coke, the flagship brand of Coca-Cola India, will have three agencies in the roster. While McCann Erickson will continue to handle the brand, the other two new agencies in the roster are Weiden+Kennedy, which is part of Coke's global roster, and Lowe Lintas & Partners.
Senior sources at Coca-Cola India have confirmed the same to afaqs!, on condition of anonymity. It is also learnt that from now onwards, the company's strategy will be to ask all three agencies in the roster to present their thoughts before the launch of any important marketing campaign.
Currently, an ongoing campaign for Coke involves a television commercial being run on various channels. The TVC, conceptualised by Weiden+Kennedy, is based on a contest launched for the forthcoming Olympic Games to be held in London this year.
McCann has been handling the brand for 11 years. In 2001, Coke was assigned to Lowe Lintas following a global realignment. However, after only 36 days, the company reassigned the brand to McCann and the agency has been its custodian since then.
Earlier, Leo Burnett handled the duties for brand Coca-Cola.
In March, afaqs! had carried a report on how Coca-Cola India had shifted the creative duties for its lemon soft drink brand, Limca from Ogilvy to Leo Burnett. Leo Burnett also handles Thums Up.
At the same time, Coca-Cola India had also shuffled two of its other brands, Sprite and Kinley (bottled water). While Sprite was moved to Leo Burnett, Ogilvy was handed the duties of Kinley from McCann.