We Hear: Vitaminwater Goes to WPP

By Patrick Coffee 


Today we can confirm that CP+B has lost the Vitaminwater account after nearly four years.

Crispin won the Coca-Cola property’s business in early 2011, leading AdAge to declare that the agency had achieved “a stronger foothold” on the parent company’s roster. That headline referenced the Coke Zero account, which went to Droga5 in 2012; Ogilvy won that business last August.

The matter of where the work will go next is less clear, but a source close to the matter tells us that, as in the case of Coke Zero, WPP can claim victory.

We cannot confirm which specific agency will handle creative, but Coca-Cola did recently expand its relationship with the WPP organization by both giving its Coke Zero account to Ogilvy (which had worked on the brand in the past) and assigning all PR/marketing work for the upcoming Uefa Euro 2016 football tournament to a group of WPP firms including Possible, Geometry Global, and Media-Com.

Also: this move only concerns the primary Vitaminwater account and not Smartwater or Fruitwater, which ran ads created by Zambezi last year.

CP+B’s most recent notable campaign for the now-former client starred Kevin Hart and debuted in May 2014.