The Coca-Cola company has chosen Anomaly as its newest creative partner on the Diet Coke brand after a review.
“Coca-Cola North America Marketing maintains a strong roster of agencies that help craft meaningful communication for our brands,” a company spokesperson wrote. “Diet Coke has selected Anomaly L.A. for its latest brand creative assignment. We look forward to collaborating with the team to develop new work for Diet Coke.”
News of the review broke last October. Droga5 had formerly been agency of record on the brand for several years but parted ways with the client “several months” before Coca-Cola announced that it would be looking for a new creative partner.
According to sources close to the matter, Anomaly and Ogilvy & Mather—which has long worked on international campaigns for Diet Coke—were among those competing for the business. The New York-based, MDC Partners-owned agency first announced plans to open a new Los Angeles office last summer after winning lead creative duties on Apple’s Beats by Dre brand in May.
The size and nature of the Diet Coke assignment are unclear at this time, and Coca-Cola representatives have not responded to requests for more information regarding future campaigns from Anomaly. According to the latest numbers from Kantar Media, the parent company spent approximately $45 million on paid media promoting Diet Coke in the U.S. in 2015 and $35 million during the first nine months of last year.
At the very least, the company aims to boost consistently declining sales rates; last year, U.S. soda consumption fell to a 30-year low.