Grey Builds On 360's Relationship With Coca-Cola

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.