Coca-Cola's Burn energy drink has tapped Ammirati, New York, as its global agency, following a review of more than a dozen shops. The 6-year-old brand has grown rapidly and is now available in more than 90 countries, though it's not yet marketed in the U.S.
"We were looking for someone who could help us with global consistency," said Dan White, global-director for energy brands. "We're operating in roughly 90 countries, and while we believe that many of the markets were doing really good things, we wanted to achieve a better sense of global scale. In order to have scale, especially with social media, we needed to have one consistent and clear voice for the brand."
Mr. White said there are no immediate plans to bring the brand to the U.S., though globally Burn is Coca-Cola's largest energy label in a portfolio that also includes names such as Noss, Full Throttle and Mother. The brand's roots are in Europe, where the energy segment had 25% growth last year, driven by the performance of Burn, Coca-Cola CEO Muhtar Kent recently told analysts.
Ammirati will be charged with handling strategic planning and creative development, as well as branding and package design. Mr. White said that the agency is currently working on new packaging, as well as a campaign that will involve a music partnership.
Burn targets a slightly older male consumer, aged 20 to 24, than some of its competitors. Mr. White said Burn has evolved from a brand that was predominantly a "social energy brand" used at night to a brand that "could be relevant 24/7."