McCann Set to Gain on Classic, Sources Say
NEW YORK--Berlin Cameron & Partners' has won responsibility for launching Coca-Cola's new bottled water with a TV, radio and print effort aimed at women expected in June.
Coke is close to unveiling the Dasani brand in regional markets as early as next month. Dasani, Coke's first entry in the category, will go head-to-head with Pepsi's Aquafina brand. Both Dasani and Aquafina are purified waters, as opposed to spring waters such as Evian. Bottled water has been one of the fastest growing segments in the beverage industry, with volume up 8 percent last year, according to Beverage Digest.
Berlin's campaign is still being developed, and the agency has yet to conceive a tagline, sources said. Berlin has produced ads for Mello-Yello and Sprite Lite, but Dasani would be its first national U.S. work for Coke. It is unclear when Berlin won the business. Coke and Berlin declined to comment.
Aquafina was launched in 1997 via print ads from TLPartnership, Dallas and TV ads from BBDO in Los Angeles .
Separately, McCann-Erickson here is poised to gain an unspecified creative task on the flagship Coca-Cola Classic brand now handled by Edge Creative, Santa Monica, Calif., sources said. McCann denied it is getting any new assignments. McCann was Coke's lead agency until Edge predecessor, Creative Artists Agency, won that designation in 1993. Leo Burnett, Chicago, which also pitched ideas, declined comment.
Coke officials said they were always talking to shops about ideas, but said there were no changes on its roster. Edge is airing new TV work for Classic within the next few weeks, under the "Always" positioning.