Grey Worldwide's purchase of Atlanta shop 360 in January has paid off: Now named Grey Atlanta, the shop has teamed up with Grey Global Group's promotions agency, Alliance, New York, on a major Coke promotion.
The effort, Diet Coke With Lemon Celebrates 40 Years of the Improv, is "an important national showcase for the brand," said a Coke representative, "because it's the first one that's been dedicated to the Diet Coke With Lemon brand."
The assignment for Grey followed a review in March in which it beat several undisclosed shops for the marketing campaign, a Coke rep confirmed.
When it was bought by Grey, 360's owner, Joel Babbit, became president and chief creative officer of Grey Atlanta. Babbit and his team also brought with them a relationship with Sprite on a program called the DJ Network, a partnership between Sprite and 15-20 major-market radio stations in which the agency produces special promotions for Sprite.
Grey's sibling agencies such as GCI in Atlanta have been working with Coke for years on below-the-line marketing.
The Improv special aired on NBC on Sept. 3 and featured comedians such as Jay Leno, Jay Mohr and D.L. Hughley. Various comedians are taking turns appearing on the 21-city tour, which launched Aug. 23 and ends Oct. 1 in New York.
Diet Coke lead shop Lowe created a 30-second spot to tout the Diet Coke With Lemon Im prov promotion. Grey Atlanta developed creative for all the other elements of the Improv marketing program, including radio ads, point-of-purchase displays, packaging, program logo, field communication and collateral design.