The hunt for a creative partner for the ‘Lime’ n ‘Lemoni’ flavoured drink, Limca, from Coca-Cola’s stable has come to an end. Leo Burnett has been awarded the entire creative duties for the brand. Ogilvy & Mather was handling the account prior to this. No official confirmations could be obtained at the time of filing this report, but sources close to the development have confirmed the news to exchange4media.
It may be recalled that exchange4media had reported the pitch last month wherein the company officials had said, “We keep evaluating ideas for our brands from time to time. Over the next few weeks, we will be inviting ideas on brand Limca, from a select few agencies including O&M – the current agency in charge of the creative work.”
It is understood that the company was looking for unique and fresh ideas for the brand and intends to reposition it in the market which now has many players in the same segment. Limca had launched a campaign in April last year, changing its tagline from ‘Doobo taazgi mein’ to ‘Do pal taazgi’. The campaign was created by Ogilvy & Mather. The agency also handles Sprite and Fanta brands from the Coca-Cola stable.