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Pitch won by: Anomaly


Pitch

PITCH

Media

TargetSUMMARY | About this pitch

Diet Coke has selected Anomaly to handle a significant creative assignment as Coca-Cola Co. prepares to reposition the struggling soda brand. The marketer put Diet Coke into review last year after parting ways with Droga5 in what was described as a mutual decision to split. Anomaly will handle the brand from its Los Angeles office.
Coke confirmed Anomaly's selection in a statement to Ad Age: "Coca-Cola North America marketing maintains a strong roster of agencies that help craft meaningful communication for our brands. Diet Coke has selected Anomaly L.A. for its latest brand creative assignment. We look forward to collaborating with the team to develop new work for Diet Coke."

Diet Coke, which is the top-selling diet soda in the U.S., has struggled in recent years along with all diet sodas. Dollar sales fell 3.7% in 2016, according to Nielsen data cited by Wells Fargo. No. 2 Diet Pepsi had a worse year, plummeting 10%. Six of the top nine diet sodas experienced a sales drop for the year, according to Wells Fargo.

Client CLIENT | Diet Coke's Customer Analysis


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