Coke surveys firms' work

ATLANTA: The Coca-Cola Co. has contacted a number of PR agencies, asking them to submit examples of their work that best demonstrates what they are doing in the area of health and wellness.

ATLANTA: The Coca-Cola Co. has contacted a number of PR agencies, asking them to submit examples of their work that best demonstrates what they are doing in the area of health and wellness.

Diana Garza Ciarlante, director of public affairs communications at Coca-Cola North America, said this is a regular practice of the company and is in no way a formal RFP.

"We will, on occasion, reach out to agencies to share their credentials, best case examples, etc. as a way to evaluate the talent that is out there," she said.

While Ciarlante said the solicitation does not pertain to a specific campaign, Coke and Nestlé, through their joint venture, Beverage Partners Worldwide (BPW), are scheduled next month to launch Enviga, a green-tea drink they claim is not only calorie-deficient, but drinking three cans a day will burn a net average of 60 to 100 calories.

While agencies taking part receive no guarantee that Coke will work with them in the future, Ciarlante said that the benefit is being in direct contact with the consumer giant.

"It's a great way to network and stay connected," she said.

Ciarlante was unsure of how many agencies have responded thus far, but said that the company had received "dozens of packages, all highlighting really great work, from both big and small agencies."

The information is shared with Coke's marketing team. "Public affairs, communications, and marketing work very closely together here," Ciarlante said.

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