Coke taps Leo Burnett to handle Fanta in Mexico.

Advertising Age, November, 1998

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 launch 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.