Burnett gets Fanta in Mexico

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Coca-Cola de Mexico, Mexico City, assigned Leo Burnett the Fanta account. Noble DMB&B handled previously. Coca-Cola is looking to reposition its orange soft drink on a worldwide basis, said Mexican Vice Director of Advertising Javier Rodriguez. The parent company's desire for a new image for Fanta was part of the reason the account was assigned to Burnett in Mexico. Burnett is preparing a campaign that will be launched next year, said Mr. Rodriguez, who's looking for that advertising to help meet ambitious projections of a 15% increase in volume sales in 1999.

Copyright November 1998, Crain Communications Inc.

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