Mecca-Cola set to hire UK PR shop ahead of launch

LONDON - Mecca-Cola, a France-based soft-drink firm seeking to cash in on global anti-American sentiment, is set to hire a British PR agency ahead of its UK launch next week.

Mecca-Cola, which is on sale in the Middle East and France, is to launch in the UK with backing from investment company Gulf House Finance.

As PRWeek went to press, representatives of Charles Andersen Group were in Paris with a view to signing the UK PR contract. Andersen managing director Bally Chohan said: 'We haven't signed anything yet but we have been handling some informal work since last week.'

Neither party would disclose the nature of the contract, but it is understood it will involve both proactive media relations in addition to corporate and crisis management work.

French entrepreneur Tawfik Mathlouthi, who set up Mecca-Cola late last year, has been quoted as saying that the drink is about combating "America's imperialism and Zionism by providing a substitute for American goods".

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