Anomaly Wins Creative Review for Coca-Cola’s Minute Maid Brand

Doner had been the incumbent since 2002

Coke spent more than $30 million promoting the brand last year. Facebook: Minute Maid
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Coca-Cola has chosen Anomaly as the new creative agency of record for its Minute Maid line of juices after a review.

The account had been with Doner since early 2002, and this was the brand’s first U.S. agency review in more than 15 years.

“In keeping with the strong roster of agencies that help craft impactful creative for the Coca-Cola North America brands, Minute Maid has selected Anomaly LA as our lead strategic and creative agency,” said a client spokesperson. “We look forward to collaborating to continue delivering strong work from the world’s leading marketer of premium fruit juices and drinks.”

According to several parties with direct knowledge of the matter, the last round of the review pitted the MDC Partners agency’s Los Angeles office, which opened last summer to serve Beats by Dre, against Miami-based agency The Community. Spokespeople for Doner and Anomaly deferred to the client, and a representative for The Community declined to comment.

Doner first won project-based work on Minute Maid in 2001 and later assumed agency of record duties primarily because Coca-Cola’s preferred agency, FCB, had agreed not to work on its business as part of an out-of-court settlement with competitor former client PepsiCo. During its tenure, the agency created a wide range of campaigns including a recent holiday effort under the #doinggood theme.

Coca-Cola did not elaborate on the strategy behind the review or its future plans for marketing the Minute Maid line. According to the latest numbers from Kantar Media, the beverage giant spent approximately $31 million on measured media promoting Minute Maid in 2016.

Minute Maid’s Simply Orange is currently the second-largest orange juice brand in the U.S. by market share. It trails only PepsiCo’s Tropicana, for which BBDO won creative agency of record duties last January.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.