NEW YORK Saatchi & Saatchi has added creative duties on Enviga, a green-tea infused soda that Coca-Cola is launching in a joint venture with Nestle, sources said.
Publicis Groupe's Saatchi in New York landed the assignment after a review involving other undisclosed shops, said sources. The agency declined comment, as did a Coke representative. Billings have not been determined.
The soda, which is caffeinated, is expected to come in multiple flavors and target active-lifestyle consumers [Brandweek, July 25].
It is designed to speed up an individual's metabolism and thereby helps burn calories.
Nestle applied for an Enviga trademark in January.
The trademark covers "nutritional and dietary supplements," "energizing and energetic drinks," "green tea" and "isotonic beverages."