Publicis to Launch Coke’s Vault

LOS ANGELES Coca-Cola roster shop Publicis in New York has been awarded creative duties on the soft-drink maker’s new Vault citrus-flavored drink, a Coke representative has confirmed.

The Publicis Groupe shop prevailed over a field of four agencies that included Kirshenbaum Bond + Partners in New York and Wieden + Kennedy in Portland, Ore., and one undisclosed shop, sources said.

Vault is aimed at 18-34-year-old men and will compete against PepsiCo’s Mountain Dew. Publicis’ first task is to create TV advertising for Vault, currently in 10 test markets across the country. Other work is expected to include print and out-of-home marketing.