The Coca-Cola Co. has put advertising group Publicis Mojo in charge of the beverage company's worldwide advertising campaign to promote Diet Coke. The Coca-Cola Co. made the decision to use the combined resources of the Australian and New Zealand agency in October.
Coca-Cola launched a $14.8 million ad campaign in the U.K. for Coke Zero. Sugar-free drinks represent more than 40% of the soft drink market in the U.K., where Coke's traditional carbonated drink sales have been in decline. The company also plans to launch a bottled water product in the U.K.
Following a complaint from Coca-Cola director Donald Keough and other executives, the soft drink company has ended an ad campaign featuring two people using a cold Coke can to cool off their bodies. The ad had scored well among teenage viewers, but there was concern that its low-grade humor contradicted Coke's typical advertising image.