Kenth Kaerhoeg, group communications director of Coca-Cola Pacific Group, said: “We can confirm that Coca-Cola Pacific has assigned BBH to assist with creative work related to regional marketing programmes for our Minute Maid juice brand for 2009.”
The appointment, which was made without a pitch, means BBH edged out Ogilvy, Coca-Cola’s creative partner in most APAC markets, for the brief. According to sources close to the brand, the brief will focus on China, though the work will be expected to travel to other markets in Asia.
In July, the beverage giant was thought to have invited three agencies to pitch for a project to launch a milk-based drink in China, its first entry into the category.
According to sources, McCann Erickson and Saatchi & Saatchi along with BBH were briefed at the time.
