The agency won the account after a two-way shoot-out against Lexis Public Relations.
Cohn & Wolfe, the incumbent agency on the two brands, resigned the brief citing 'potential conflict' with Danone, a client that it began work for last month (PRWeek, 6 December 2002), according to C&W marcoms division MD Ash Coleman-Smith.
Explaining the agency switch, Coca-Cola GB brand PR manager Liz Lowe would only say: 'It was the end of the year and we felt it was time to review things and move forward.'
C&W worked on the launch of Roo Juice - whose full name is Disney Winnie the Pooh Roo Juice - in August last year. In addition, it handled PR surrounding the relaunch of Five Alive last October.
A five-strong team from Edelman's consumer division, from which six staff were made redundant earlier this month (PRWeek, 10 January), will handle the account.
Edelman consumer head Jill Rennie reports to Lowe and fellow brand PR manager Joan O'Connor on the brief.
Rennie said that a 'series of activities' were planned during the year for the brands, which would target 'mums and their preferred media', such as parenting titles, in addition to the national press.
C&W continues to handle a football programme for the main Coca-Cola brand, in addition to work for Powerade and bottling firm Coca-Cola Enterprises.
Roo Juice is a range of drinks which comes in three flavours and is targeted at young children. In the past PR work for the brand has sought to place emphasis upon the drinks' nutritional qualities.