Fanta: In review in Europe but what about the rest?
Steve’s breakdown: “Fanta is looking for an agency to handle a European campaign, after the Coca-Cola brand posted strong volume growth in the first quarter.”
BTW: O&M has been running this campaign everywhere so we find it interesting that only Europe goes into review . . .
LONDON, UK: The process is in its early stages and Fanta is not using an intermediary. A spokeswoman for Coke confirmed there is a specific pan-European creative brief but declined to comment further.
Last year, Zoe Howorth, the GB marketing director at Coke, said she was keen to focus on brands such as Fanta in 2013 after “red Coke” hogged the limelight in 2012 through its Olympics ties.
Any push will build on a positive first quarter for Fanta, with worldwide volume sales up 6 per cent between January and March.
Ogilvy & Mather Paris is the incumbent on the European account and created the “more Fanta, less serious” campaign in 2012. SapientNitro and Mother have also worked on Fanta in the past.
Earlier this year, Coke awarded its consolidated £30 million UK media business to MediaCom, ending a 12-year relationship with Vizeum.