Coca-Cola has brought back its ‘Share a Coke’ campaign, which sees people’s names replace the brand’s logo on products. This time around on-pack QR codes will direct consumers to a digital experience and customisation platform, allowing them to personalise Coca-Cola cans and access a ‘Share a Coke Memory Maker’ – a digital experience where users can create personalised videos. This activity will be supported by a ‘The Magic of Sharing’ AV and out-of-home ads. The campaign was developed by WPP Open X – the agency’s dedicated Coca-Cola team – led by VML, supported by Ogilvy PR, EssenceMediacom and Subvrsive.
Co-op has unveiled its latest integrated campaign ‘Co-op Plot Twist,’ developed in partnership with creative agency of record, VCCP. The campaign is the convenience brand’s first ever Aldi price match campaign. Part of the ‘Owned by you. Right by you.’ Brand platform, VCCP’s branding agency, Someone, led on the design of the Aldi Price Match logo and media was led by Dentsu. VCCP’s global content creation studio Girl&Bear were the agency producers and managed post-production. Retail and production was led by ITG. The campaign spans across TV, video-on-demand, social media, print, out-of-home, radio, display, in-store, and digital.
Creator agency Billion Dollar Boy and creator platform FiveTwoNine have launched ‘The Creator Fund,’ a grant helping independent creators attend the world’s largest advertising and creative events – starting with an official partnership with Cannes Lions Festival. For its inaugural initiative, The Creator Fund will provide 20 Creator Passes worth £1,000 (€1,185) each. US and UK-based creators who have over 20,000 followers on their primary social media platform and/or consistently post creative content; push boundaries with unique, original content; constantly evolve creative approach to content; demonstrate strong engagement and signs of growth on social media; and seek to attend Cannes Lions for the first time in order to further their professional development will be eligible. The application deadline is April 15 2025.
O2 and its global creative agency of record VCCP have unveiled a new brand platform and positioning, centred around connecting customers with life’s most exciting moments and reinforcing the brand as ‘Essential For Living.’ The new brand platform revisits the brand’s founding message from 2002. ‘Essential For Living’ has launched alongside an integrated campaign, centred on a 60-second film called ‘First Breath,’ which captures a newborn baby’s first moments and imagining their future life. It is narrated by Sean Bean. VCCP’s content creation studio, Girl&Bear, worked with Sam Pilling and Magna Studios on the TV campaign. It’s supported by out-of-home flypostering at landmark locations, as well as social, influencer, cinema, and retail across the UK. Media planning and buying has been handled by MG OMD.
Nest Commerce, an ecommerce marketing agency, is partnering with TFG London‘s women’s fashion brands Hobbs London, Phase Eight, and Whistles to run paid social. Nest will deliver a full-funnel paid social strategy, from discovery through to purchase, for the three brands on Meta. The goal will be scaling customer acquisition and reducing the costs for winning new customers. The campaign will incorporate media and creative optimisation. TFG will also be working with Nest’s creative arm, Nest Studio, to re-imagine its existing assets to ensure they work in a social-first setting.
Refugee Council has unveiled a new rebrand, developed in partnership with impact-focused agency Shape History, co-created with refugees to inspire more people to stand with them and champion a society where they can rebuild their lives and thrive. Polling released today reveals that more than two-thirds (71%) of the British public believe the UK is more divided today than it was 20 years ago. The rebrand demonstrates that supporting marginalised communities doesn’t have to come at the cost of engaging the wider public. By authentically sharing refugees’ stories, Refugee Council empowers them to speak for themselves without alienating broader audiences. At the core of the rebrand is the new strapline: The Nation’s Refugee Charity.
Digital marketing agency Crucible has been bought by London entrepreneur George Hosegood as the first acquisition for his new consultancy business Trailpoint. Hosegood has acquired Crucible from founder Craig Slade, who will remain with the business for a period of time. Crucible’s clients include the Centre for Reproductive and Genetic Health, Interchange Group, and Beresfords. Hosegood sees Crucible as the ideal business to launch Trailpoint’s entry into the digital marketing sector.
Cheshire-based digital marketing agency Pretzel Group has rebranded to Ideate Digital. The new identity comes on the back of continued growth, new business wins and increased specialism in Shopify and WordPress website design and development. The agency is headed by Ideate Director and Founder John Butcher.
