Coke Shifts Dasani Business to Anomaly

NEW YORK Coca-Cola is moving its Dasani water brand from WPP Group’s Berlin Cameron/Red Cell to independent Anomaly, the client said.

In exchange, Berlin Cameron will have expanded duties on Coke Classic, which it has handled as lead creative agency in the U.S. since February 2003.

The company spent $155 million in U.S. media on Coke Classic in 2003 and about $20 million on Dasani that year, according to Nielsen Monitor-Plus.

From January through September of this year, it spent $145 million on Coke Classic and nearly $20 million on Dasani.

During the company’s presentation to analysts in New York on Nov. 11, CEO Neville Isdell outlined a strategy that included increased communications behind its flagship brand and a plan to spend up to $400 million annually around the world in marketing communications for all of its brands.

Kelly Brooks, a rep for the Atlanta company, said Coke was moving Dasani out of Berlin Cameron in order to enable the New York agency to devote more efforts to its expanded Coke Classic role. Brooks said the agency is also developing “iconic” brand work and creative around “festive” occasions.

“We want to recognize the important contributions Berlin Cameron has made on brand Coke,” Brooks said.

Berlin Cameron developed the strategy behind the “Real” campaign that launched 22 months ago.

Anomaly has been working on Dasani’s visual brand identity recently and will now handle the brand’s U.S. marketing communications, Brooks said.

Anomaly, which has a single office in New York, opened in June. Its principals include former TBWA Worldwide COO Carl Johnson, creative director Ernest Lupinacci, former G2 top executives Andrew Kibble and Jason DeLand, and Justin Barocas, former media director at Wieden + Kennedy in New York.

“What’s attractive to us is the opportunity to impact the brand at all levels,” said Johnson. “It’s a fantastic opportunity. The reason why we like Dasani is it is a top-to-bottom opportunity in a dynamic market.”