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LOS ANGELES Coca-Cola roster shop Publicis in New York has been awarded creative duties on the soft-drink maker’s new Vault citrus-flavored drink, a Coke representative has confirmed.
The Publicis Groupe shop prevailed over a field of four agencies that included Kirshenbaum Bond + Partners in New York and Wieden + Kennedy in Portland, Ore., and one undisclosed shop, sources said.
Vault is aimed at 18-34-year-old men and will compete against PepsiCo’s Mountain Dew. Publicis’ first task is to create TV advertising for Vault, currently in 10 test markets across the country.
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