Jackie Cooper PR has been hired by Coca-Cola to handle a secret
consumer push for Fanta. It will also handle PR for Coke’s tropical
The agency has resigned contracts with drink brands Red Bull and
Snapple, worth a total of pounds 175,000 in fees, in order to take on
Both Coca-Cola and Jackie Cooper PR were tight-lipped about the details
of the Fanta campaign.
However Jackie Cooper is believed to be working on a major spring
re-launch of the brand, designed to steal the thunder from UK
One industry insider described the campaign as part of Coca-Cola’s plan
to ’blast Tango out of the water’.
Jackie Cooper has also been briefed to re-vamp Coca-Cola’s tropical
carbonate Lilt. Coca-Cola head of PR Louise Terry said the agency’s
brief is to sell Lilt’s ’tropical attitude’ to consumers.
Lilt has been on the market for over 20 years but is now facing
competition from companies like Rubicon Exotic which makes Mango and
Guava flavoured fizzy drinks.
The PR agency will work alongside sponsorship company Karen Earl which
handles Lilt’s sponsorship of the Notting Hill Carnival.
Jackie Cooper stopped working for Snapple, owned by Quaker Beverages, at
the end of last year to take part in a pre-Christmas pitch. Over the
past three years it has handled sampling activity, and run a series of
promotions for the brand.
Hilary Rodgers, of SHS Sales and Marketing, which handles Snapple’s UK
marketing, said a replacement agency has not yet been hired for the
account, which is worth around pounds 100,000 in fees.
Rodgers added that SHS had not yet decided whether to hold a pitch.
Jackie Cooper’s estimated pounds 75,000-fee contract with the energy
drink manufacturer The Red Bull Company runs out at Easter. Harry Drnec,
managing director of The Red Bull Company, said he is looking for a
replacement agency and will hire next month.