NEW YORK--Soft drink brand Fanta is poised to enlist Ogilvy PR to oversee PR for its global consumer marketing programme.

The Holmes Report understands that parent company Coca-Cola is in contract negotiations with the WPP agency regarding the assignment.

Fanta already works with Ogilvy & Mather, which handles its advertising duties, including the ‘Fanta Less Serious’ global campaign that has been running since 2007. It is thought that the brand wants to amplify the campaign across earned media and social media, hence its decision to bring in global PR support.

Earlier this year, Fanta launched the ‘Chase The Taste’ initiative, developed by Ogilvy Paris, which deployed digital, sampling and PR activity to engage its core teen audience. 

Ogilvy PR representatives in New York referred calls to Coca-Cola, which had not responded to request for comment as this story went live.