Coke Awards New-Product, Fresca Assignments | Adweek
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Coke Awards New-Product, Fresca Assignments

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Campbell Mithun has added assignments from Coca-Cola to do "exploratory and strategic" projects for possible new products, as well as work for Fresca, sources said.

Separately, sources indicated that Coke is reaching out beyond lead agency McCann-Erickson for ideas on the main brand. As many as six Interpublic Group of Cos. shops recently met with the client in Atlanta to discuss ideas on the "Life tastes good" campaign, according to sources, because the client has been dissatisfied with concepts presented during the past two months by McCann. Minneapolis-based CM, however, did not make the trip south, sources said.

Most of the shops are from IPG's McCann World Group division. They include McCann and Amster Yard, both New York, Hill, Holliday, Connors, Cosmopulos in Boston and Carmichael Lynch in Minneapolis, sources said. The shops either declined comment or could not be reached.

Other Coke roster shops include Lowe Lintas & Partners, New York, Wieden + Kennedy, Portland, Ore., Leo Burnett, Chicago, Cliff Freeman and Partners, New York, and D'Arcy Masius Benton & Bowles, St. Louis.

McCann and Amster Yard created the global campaign that launched in late April, after Coke tapped IPG to be a "creative consultant and idea generator" for brand Coke [Adweek, Dec. 4, 2000]. Last year, Coke spent nearly $200 million in media on the brand, per CMR.

As for CM's duties, details could not be learned. Shop execs declined comment, and officials at the Atlanta-based client could not be reached.

Fresca's last known agency, Berlin Cameron and Partners, New York, hasn't worked on the brand for about six years, a shop representative said. Coke has not spent much on the brand in the past four years, per CMR.

Earlier this year, CM CEO Les Mouser confirmed his agency was working on a project for Coke's Minute Maid brand [Ad week, Feb. 5].

CM and McCann still work closely together under IPG's recent realignment, combining efforts on Burger King, for which McCann is lead agency and CM handles kids' advertising.