Coca-Cola has handed Cheil UK a multi-channel brief to evolve its ‘Happiness’ proposition across multiple platforms following a competitive pitch.
Cheil UK will work with Coca-Cola GB to devise and implement a strategy aimed at driving the brand’s ‘Share a Coke’ attributes to re-establish the soft drink as the number one impulse brand in all channels. Activity will target all impulse outlets including convenience, multiples and QSR.
Specific campaign details are currently under wraps, but it is expected to kick off at the start of 2014.
Hugh Edmondson, commercial development manager at CCGB, said: “The Cheil UK team really demonstrated its innate expertise in creating seamless cross platform experiences to win the work. A combination of the team’s insight into our business and shopper, aligned with an exciting and innovative creative approach was compelling. We’re looking forward to rolling out work that engages people and drives our impulse share.”
Matt Pye, COO at Cheil UK, commented: “This is the latest in a string of new business wins for the agency and hugely significant. Working with a brand that has the stature of Coca-Cola, on an integrated brief, plays to our strengths and we’re looking forward to delivering work that moves the brand and the impulse category forward.”
Peter Martin, director at Cheil UK, added: “Our challenge is to harness Coca-Cola’s brand proposition and use it to reinvigorate interest in both the brand and a fiercely competitive category. We’ve got a great creative platform taking shape, and can’t wait to share it.”