Coke to Bypass UK Agencies With US Real Campaign?

31 March 2003

Coca-Cola will reportedly use its US ads in the UK after London roster agencies McCann-Erickson and Mother failed to create a campaign that fulfilled the brief.

The beverage behemoth, says UK trade publication BrandRepublic, will run the Real campaign for its flagship cola (known in the US as Coke Classic). These were created by Berlin Cameron/Red Cell and rolled out stateside in January.

The official line from Coke, however, is that no decision has been made on the use of Real in the UK.

Should the report be accurate, Coke’s move would be a blow to creative hotshop Mother, drafted in to provide new ideas for the world’s leading cola at the start of the year [WAMN: 14-Jan-03].

McCann, however, should now be used to Coke sidelining its creative work. Once the flagship brand’s lead global agency, it has seen Mother take a creative role in the UK, while in the US Berlin Cameron was awarded first a creative brief on Coke Classic, then – after the success of Real – the entire stateside account [WAMN: 07-Feb-03].

Data sourced from: BrandRepublic (UK); additional content by WARC staff