Magazine article Marketing

Coke Zero in Shake-Up of Digital Ad Strategy

Magazine article Marketing

Coke Zero in Shake-Up of Digital Ad Strategy

Article excerpt

Coca-Cola is overhauling its digital marketing programme for Coke Zero and has appointed Lean Mean Fighting Machine to the task.

The agency, which won the account from Glue Isobar, will centre the digital activity on the third series of Coke Zero Presents Wayne Rooney's Street Striker, which is being filmed this summer to air on Sky1.

The drive will include support for Coca-Cola's online loyalty site, Coke Zone.

Wayne Rooney is sponsored by Coca-Cola through the Coke Zero brand, as is the series, in which the Manchester United and England footballer has starred since 2008. The programme was devised by M&C Saatchi Sport & Entertainment, which continues to handle the PR for it.

Lean Mean Fighting Machine also works on Coca-Cola's Dr Pepper brand. Its appointment to Coke Zero comes as part of a consolidation of roster agencies resulting from the merger of 10 Coca-Cola European business units into four. Under the restructure, Britain and Ireland became part of a North West Europe and Nordics unit, overseen by Sanjay Guha. …

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