Coke Avoids Agencies To Make New Campaign

BL Ochman spots an interesting development at Coke where they seem to have bypassed the old ad agency model to deliver a marketing campaign. A few months ago Coke was criticized by the marketing community for not acting on a fad where films were posted on YouTube where kids would put a mentos candy in a bottle of Coke to fizz it up (and often bounce it).

The original film was produced by Fritz Grobe and Stephen Voltz and Coke has now turned to these guys to create a whole new campaign for them. BL says:

The extraordinary thing is that Grobe and Voltz created the promo for the contest — not an ad agency. Two total unknowns hijacked the Coke brand and gave it back to them in better shape. Coke was stunned, but they saw the light.

Coke has partnered with Grobe and Voltz’ independent production company, Eepybird.com. That’s a sea change for advertising, corporate sponsorship, and creative expression.

Their new campaign can be found here.