Coca-Cola appoints Cheil UK to evolve its ‘Happiness’ proposition

Coca-Cola has appointed Cheil UK in a multi-channel brief to evolve its ‘Happiness’ proposition across multiple platforms.

A campaign is expected to launch in early 2014, with Coca-Cola GB to work with the agency to devise and implement a strategy aimed at driving the brand’s ‘Share a Coke’ attributes across all impulse outlets including convenience, multiples and QSR.

“The Cheil UK team really demonstrated its innate expertise in creating seamless cross platform experiences to win the work,” Hugh Edmondson, commercial development manager at Coca-Cola GB, said. “A combination of the team’s insight into our business and shopper, aligned with an exciting and innovative creative approach was compelling. We’re looking forward to rolling out work that engages people and drives our impulse share.”

The campaign will look to make the drink the number one impulse brand in all channels.

Peter Martin, director at Cheil UK, explained: “Our challenge is to harness Coca-Cola’s brand proposition and use it to reinvigorate interest in both the brand and a fiercely competitive category. We’ve got a great creative platform taking shape, and can’t wait to share it.”

Cheil was appointed following a competitive pitch.

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