Coke ups wellness push

ATLANTA: Coca-Cola North America is pairing MS&L with specialty firm Chandler Chicco Agency (CCA) for wellness efforts in 2007 after an informal review of agency work in that space.

ATLANTA: Coca-Cola North America is pairing MS&L with specialty firm Chandler Chicco Agency (CCA) for wellness efforts in 2007 after an informal review of agency work in that space.

This is the first time Coke has worked with CCA. It has worked with MS&L for several years, including previous work in the wellness area.

Diana Garza Ciarlante, director, public affairs and communications at Coca-Cola North America, said the exact nature of the work is still in development, but expects it to begin surfacing in the first quarter of 2007.

In October, PRWeek reported the company was meeting with agencies with experience in the wellness arena.  Ciarlante said the goal was to figure out the role a company like Coke plays in that space and how it can leverage opportunities while responding to outside pressure.

Ciarlante said one of Coke's goals is to define what wellness means for its consumers. "By its very nature wellness has a different meaning depending on who you talk to," she said. "We're working on defining how wellness fits into our business because there's a lot that we're doing and a lot that we're working on that we know is valuable, helpful, and relevant to our consumer.

"We want to do it right," she added. "That requires discipline, good thinking, thoughtfulness and an integrated approach.  That's not work you bake overnight."
 
MS&L declined to comment for this article. CCA did not respond to calls by press time.

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