Coca-Cola Great Britain has reinforced its 'think local, act local' strategy by appointing Mother to create the first local work for Dr Pepper outside the US.
The business, snatched from Rainey Kelly Campbell Roalfe/Y&R and worth around pounds 4.2m, will involve a new campaign for early 2001, targeting British teens.
Dr Pepper's last ad, created in Y&R's New York office, was based on the film Titanic and was the first work since Coke bought the brand from Cadbury Schweppes Beverages last year in a pounds 1.1bn deal.
Mother already sits on the Coca-Cola GB roster with the pounds 1.5m Lilt account, which it has held since 1997.
The appointment forms part of Coke's efforts to create a more local image for itself, and engage with teenagers.
In August it appointed Soul to create a pounds 5m ad campaign for its Coke Auction online promotion, that threw Coke's new splashing bottle logo out of the window, and starred British teens.
Earlier this year it dumped its 'hunk' ads for Diet Coke, replacing them with an Ally McBeal-style office saga.
This article was first published on Marketing