Ogilvy's grip on Coke slips

By By Wenlei Ma | 12 August 2011

EXCLUSIVE: Coca-Cola Australia has appointed Host to put the fizz back into its Coke Zero brand.

The company has also taken the Mount Franklin brand away from Ogilvy, passing creative duties to Smart.

In confirming the move to AdNews, a Coca-Cola spokesperson said: “We made the decision to reallocate work for Coke Zero. Coke Zero work has gone to Host.”

Ogilvy still works on Coca-Cola’s marquee brand Coke, Diet Coke, Sprite, Fanta, Powerade and Nestea.

The agency changes come at a time when the wider beverage category experiences a decline in sales and volume for the first time in five years. But a report from Nielsen claims Coca-Cola is the top beverage trademark in 2010, with over $750 million in retail turnover.

Smart is already part of Coca-Cola’s roster, working on energy drink Mother and bottled water brand Pump. Host also works on juice brand Golden Valley.

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