Diet Coke Parts Ways with Lowe

NEW YORK Diet Coke is parting ways with Lowe and is moving its $40 million U.S. account to Foote, Cone & Belding, the client confirmed. The win is only for the domestic business, not the estimated $75 million global account as earlier reported. Multiple agencies, including Lowe, handle the brand overseas, a Coke rep said.

The win came after a creative review in which the only other finalist was incumbent Lowe. It started as a “jump ball” among four Interpublic Group shops: FCB, which pitched from New York and Chicago, Lowe and Gotham, both New York, and The Martin Agency in Richmond, Va.

Lowe and FCB have been presenting creative ideas to the Atlanta client for more than a month.

Lowe created the “Do what feels good” campaign for Diet Coke. Sources said the client intends to keep that tagline, but wanted executions that more closely reflected the line. Another source said it was unclear whether that tagline would stay. Either a new campaign or new executions will break in the first quarter, a source said.

Neither Lowe nor FCB executives could be immediately reached for comment.