The Licensing Company (TLC) is appointed as a new licensing agency for The Coca-Cola Company's European region.

Coca Cola is the best known and recognized trademark in the world therefore the search for an agency partner has been extensive. For well over 115 years, Coca-Cola has connected with consumers with an optimistic spirit and lifestyle.  The key brands that TLC will be focusing on in Europe are Coca Cola, Sprite and Fanta. 

Speaking on behalf of The Coca-Cola Company, V.P., Worldwide Licensing and Retail Operations, Cindy Birdsong said, “We were impressed with TLC's capabilities and strategic approach to licensing.  They understand that licensing is a powerful marketing tool which can be used to connect to consumers and deliver brand messages.  TLC also appreciates the power of Design and how design can help differentiate and drive value for our brands. They have an impressive track record in the brand extension arena and a highly skilled team who will be working against our program. We are excited about the potential that this alliance brings.”

On behalf of TLC, Melvin Thomas Group Managing Director added, 'This is a major addition to TLC's portfolio of clients and we are excited about the opportunities this brand brings. Our capabilities are perfectly aligned to create a program that will be inspirational throughout Europe.

TLC will implement a comprehensive Pan European Brand Extension campaign focusing on the Coca-Cola brand lifestyle inspired by the brand's heritage as well. The most significant focus will be to expand a range of reclaimed, repurposed, and recycled line of branded products for Coca-Cola into Europe. 

The Coca Cola programme will be managed across Europe by TLC's network of offices in France, UK and Germany.

Note to Editors

About Coca Cola
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 450 sparkling and still brands.  Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid and Georgia Coffee.  Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.  Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.  For more information about our Company, please visit our website at www.thecoca-colacompany.com

About The Licensing Company
The Licensing Company (TLC) specialises in creating long-term brand extension programmes for some of the world's leading brands and was responsible for over $2.3bn in retail sales in 2007.TLC was founded in London in 1996 by Angela Farrugia and Melvin Thomas. TLC's portfolio includes well-established brands such as Umbro, Cosmopolitan, Reckitt Benckiser, Jelly Belly and Bic. www.thelicensingcompany.com.