Diet Coke Is Seeking a New Creative Agency

By Erik Oster Comment

Coca-Cola is looking for a new creative agency to work on its Diet Coke brand, AdAge reports.

“Several months ago, Diet Coke and Droga5 decided to part ways, and we wish each other continued success,” a Coke spokeswoman told the publication in a statement. “The brand will update its agency roster in the future. In the meantime, the Diet Coke ‘Get A Taste’ ad campaign continues to run in broadcast.” That campaigned launched back in 2014 and includes a spot featuring Taylor Swift and a swarm of kittens.

Reliable sources tell us today that the decision was not mutual; Droga5 resigned the account.

While Coca-Cola is utilizing a one-brand strategy internationally, with ads typically featuring more than one Coke brand, it will continue to advertise Diet Coke separately in the U.S., according to a statement Rafael Acevedo, group director for Diet Coke, Coca-Cola North America made to AdAge earlier this year.  “You will continue to see future executions that will be completely based on Diet Coke by itself and communicating its own personality and really connecting with the loyal consumer base that it has,” he said at the time.

According to Kantar Media, Coca-Cola spent around $21.7 million on measured media for the Diet brand in the first six months of the year and $47.1 million in 2015.

The news comes just as we’re learning about Droga5’s newest client, The New York Times. Back in August, the agency picked up creative duties on A-B InBev’s Best Damn alcopop brand, resigning Strongbow and Newcastle in the process, as well as on unnamed future projects for Mondelez’s Trident gum brand earlier that month.

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