Berlin Assumes Coke Classic Reins From McCann

NEW YORK The Coca-Cola Co. has appointed Berlin Cameron/Red Cell as its lead creative agency for flagship brand Coke Classic in North America, the Atlanta company confirmed today.

The WPP agency in New York created the strategy and creative work for the “Real” campaign, which broke in North America on Jan. 13. Berlin edges out Interpublic Group’s McCann-Erickson, which has been lead creative agency on Coke Classic since 2000. McCann created the “Life tastes good” campaign that ran from April 2001 to September and was pulled after the Sept. 11 attacks on New York and Washington, D.C.

McCann continues to handle the brand in all other markets around the world. The agency created a spot called “Trio,” which is set to break on Spanish-language television in the U.S. later this month. Lapiz in Chicago, part of Publicis Groupe’s Leo Burnett is also contributing a spot for that market. “Back-ups” breaks Feb. 10.

Berlin’s “Penelope” spot, which features actress Penelope Cruz, who guzzles a Coke Classic and then burps, has been running on Spanish-language and general-market television since last month. Other Coke brands that Berlin handles include Dasani and Mello Yello.

IPG’s Universal McCann continues to handle media duties for Coke Classic.