NEW YORK -- As Berlin Cameron/ Red Cell races to get the "Real" campaign on air for Coke Classic, WPP sister Ogilvy & Mather, which handles Sprite and Fanta, is getting a shot at an assignment on the brand.
Sources said Ogilvy is working with Berlin Cameron on a design project that involves incorporating the look of the new "Real" campaign into the brand's "visual identity."
Ogilvy's Brand Integration Group is involved, as is chief creative officer of Ogilvy North America Rick Boyko, sources said. Boyko could not be reached for comment.
Sources said Coke consulted Ogilvy because it was pleased with the brand-integration work the shop did for Sprite.
Interpublic Group's McCann-Erickson has been assisting in the creation of the new "Real" campaign. However, sources said McCann has been largely uninvolved.
Berlin was made lead creative agency on the campaign in the summer after its ideas tested better than those of McCann. The latter shop created last year's "Life tastes good" campaign. Parent IPG is creative partner on Coke Classic.
Spots are scheduled to go into production this month, with the Atlanta client pressing for the campaign to break in January, sources said.
Meanwhile, the work Berlin is creating is said to be laden with "sarcasm and self-deprecating humor" to illustrate the "Real" strategy.
The campaign will also have a celebrity component, though none have yet been signed. Stars who have been considered include Will Smith, Jack Nicholson and Gwyneth Paltrow, sources said.
Coke and McCann declined comment. Berlin executives did not return calls.
The soft-drink marketer spent $155 million in measured media in the U.S. on Coke Classic in 2001, according to CMR. In 2002, the client spent $55 million from January through July.