Wieden Scores Powerade Account

NEW YORK — Wieden + Kennedy, Portland, Ore., has won the estimated $30-$60 million account for Coca-Cola Co.’s Powerade sports drink, sources said Friday.

The account went into review in late April with incumbent McCann-Erickson New York defending. Coke roster shops Cliff Freeman and Partners and Berlin/Cameron & Parters, both New York, also pitched the business.

A new campaign is expected in mid-summer, sources said.

Powerade is preparing to launch additional products over the next few months, including a 25-calorie version.

McCann-Erickson’s work for Powerade ran last year and was tagged, “Keep playing.” Sources said that tagline will continue.

Neither Wieden nor Coke officials could be reached for comment Friday morning.

Last year’s TV spots from McCann showed the pre-game rituals of athletes such as the NFL’s Sheldon Jackson, soccer’s Flavio Davino, and U.S. Olympic track star Maurice Green. Another spot showed a boys high school basketball team on a bus “44 minutes before game time” pounding the seat backs with their fists.

MediaVest handles media buying for the brand.