diet Coke: It's possible that a major brand has nowhere to go, but down.

David Kiley

So, Coca-Cola has moved diet Coke to another agency in the hopes of reviving the flagging fortunes of diet Coke. Wieden & Kennedy is taking over for Draft/FCB. Why? Because For the first nine months of 2006, the brand's volume in grocery, drug chains, convenience and gas, and mass merchants excluding Wal-Mart fell 3%, according to Beverage Digest, despite ana increase in ad spending.

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