JCPR has also won Oasis and Dr Pepper, bringing the number of brands it handles for Coke to seven. The others are new energy drink Burn, Fanta, Lilt and Sprite.
Coke director of communications Andrew Coker said the company had 'cast the net around' for agencies. It recently held a pitch for the main Coke brand, which was won by incumbent agency Cohn & Wolfe (PRWeek, 8 December 2000).
The appointment completes Coker's review of Coke's agency requirements for now. He described the situation, with JCPR and Cohn & Wolfe working closely as a 'much more innovative approach to our communications. There are an awful lot of synergies,' he said.
The three parties will meet monthly, working together on ideas and avoiding clashes.
It would also be good for creativity, said Coker. Alive is aimed at kids and teenagers, and its April launch will be supported with a rumoured pounds 4m advertising and marketing campaign. The drink will compete with Britvic brands Juice Up and Fruit Shoot.
Oasis has not had an agency for two years, and is set to be repackaged and remarketed. Burson-Marsteller was the last agency to handle PR for Dr Pepper, but there has been no activity on the brand since spring 2000.
Coker was appointed to Coca-Cola GB a year ago from Tesco, where he was corporate comms manager (PRWeek, 28 January 2000).
He heads a team of nine people covering all aspects of the communications brief, including media and government relations, brand PR, issues management and consumer information.