It is thought that McCann Erickson, Saatchi & Saatchi and BBH will make presentations for the account, as the beverage giant looks beyond its typical China roster agencies, which include Leo Burnett and Ogilvy & Mather.
According to sources, Coca-Cola is aiming to launch a milk-based product into China, its first entry into this category in the country. Coca-Cola currently offers soy beverages in Japan, along with dairy milk products in Australia and the US. Key rival PepsiCo produces a soy milk product in China, as part of a global focus on changing customer preferences towards healthier fruit- and milk-based drinks.
We are always looking for opportunities and we do have exciting new products in our pipeline but as a matter of course we never comment on future launches, said Coca-Cola Asia-Pacific group communications director Kenth Kaerhoeg.
Coca-Cola briefs agencies for new China product launch
SHANGHAI - Coca-Cola has briefed three agencies regarding the launch of a new product into the mainland market.
