In what is being seen as a key win for the company this year, Yolk, the digital agency from the Grey Worldwide family in APAC has been awarded the digital/integrated mandate of The Coca-Cola Company’s Nutriboost product under the Minute Maid umbrella.
Even as company officials did not reply to DMA’s queries on the subject, it is understood that the mandate was assigned to the agency last week. DMA could not independently ascertain if the development had come on the back of a multi-agency pitch; sources however have informed that Yolk has already begun work on the business.
It is also learnt that given the nature of Vietnam as a market, even though the mandate has a digital slant to it, Yolk would be executing a more integrated campaign with activation and various elements of above the line also included as a part of the duties.
As is known, in October 2012, The Coca-Cola Company had announced a system investment of USD 300 million over the next three years in Vietnam to further capture growth opportunities in one of the world’s major emerging consumer markets. The stepped-up investment that commenced earlier this year, will bring the total investment that The Coca-Cola Company and its bottling partners have committed to Vietnam from 2010 through 2015, to USD 500 million.
The Company’s most popular beverages in Vietnam include sparkling brands Coca-Cola, Coke Light, Fanta and Sprite, and still brands Minute Maid Teppy, Minute Maid Nutriboost, Samurai, Real Leaf and Dasani.