Jackie Cooper hired for Coke brands drive

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 carbonate Lilt.

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

carbonate Lilt.



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

the work.



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

market-leader Tango.



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.



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