NEW YORK StrawberryFrog has won advertising duties for Coke Light, Europe's version of Diet Coke, in Germany, a representative for Coca-Cola Co. confirmed today.
The Amsterdam, Netherlands-based independent replaces Publicis, which has handled German duties for the brand since 2001, the company said.
StrawberryFrog is charged with developing a national campaign that will move the brand beyond the "Coke Light Man" work that has aired since 1993. The Coke Light Man became the brand's official icon in 1996, and in 2003 Coke held a national casting call to find a new actor for the role. Winner Nick Karry portrayed the Coke Light Man in a TV campaign that aired in 2003 and 2004.
Now, the client said, Coke wants to secure the brand's place as an "active lifestyle" brand and contemporize Coke Light's image.
Billings for the assignment were not disclosed.