Publicis Gains Minute Maid Overseas

CHICAGO Publicis Worldwide has been named “primary agency” for the global marketing of Coca-Cola’s Minute Maid brand, though the shop will not craft ads for the U.S., according to a client representative.

The Publicis Groupe unit has a longstanding relationship with Coca-Cola that includes work for the flagship brand in several overseas markets.

Independent Doner in Southfield, Mich., has handled Minute Maid in the U.S. on a project basis and will continue to do so, the representative for Atlanta-based Coke said. Work in overseas markets was previously handled by various agencies. Minute Maid products are sold in 109 countries.

Minute Maid is based in Houston and spent about $35 million in 2002 on advertising in the U.S., according to TNS Media Intelligence/CMR. Global spending could not immediately be determined.