The company is creating a new overseas account for the Minute Maid brand, which had been handled by Coca-Cola's internal marketing departments in various regions until now. Minute Maid's agency in the U.S. is independent Doner, in Southfield, Mich.
A Minute Maid Co. spokesman did not know whether a review had been called or how many territories Publicis would be working in, though the Minute Maid brand is sold in 109 countries.
While the value of the new account could not be determined, the Coca-Cola spent $44 million in measured media on fruit juices and fruit-flavored drinks in 2002, according to TNS Media Intelligence/CMR. Minute Maid sub-brands include Hi-C Blast pouches and Simply Orange.
Minute Maid said will also still work with Doner on a project basis for Simply Orange as well as for other assignments.