NEW YORK Bartle Bogle Hegarty here has landed creative duties on Coca-Cola's Sprite following a "jump-ball" competition against Wieden + Kennedy, sources said.
The brand's major media spending totaled nearly $25 million last year, according to Nielsen Monitor-Plus.
Sprite's previous lead agency was MDC Partners' Crispin Porter + Bogusky in Miami. Crispin landed Sprite in 2005 after a creative shootout with Ogilvy & Mather in New York, the brand's incumbent lead shop at that time.
Sprite becomes BBH's second Coke brand, along with Vitaminwater, which the Publicis Groupe-backed agency added following a pitch last month. Vitaminwater's major media spending exceeded $50 million in 2008, per Nielsen Monitor-Plus. That brand's previous lead agency was WPP Group's Berlin Cameron United in New York. Coke acquired Vitaminwater's parent company, Glaceau, for $4.2 billion in 2007.
Independent Wieden, whose Portland, Ore., office pitched Sprite, continues as lead global agency on Coke's flagship brand.
The agencies either declined to comment or could not be reached. Calls to client representatives were not immediately returned.