Coke Turns to Berlin Cameron for Lime Intro

NEW YORK Coca-Cola today said it will introduce Coke with Lime in the U.S. this quarter.

The campaign, expected to break in the second quarter, will be produced by WPP Group’s Berlin Cameron/Red Cell in New York, which handles Coke Classic, sources said.

Two months ago, Coke confirmed that it was expanding the agency’s duties on its flagship brand, but did not provide details.

A Coke representative was not immediately available to comment on the agency assignment for Coke with Lime. Berlin Cameron executives were unavailable.

An advertising project for Diet Coke with Lime was handled last year by Grey in Atlanta. (Coke spent $10 million through the first nine months of 2004 on ads backing that introduction, per Nielsen Monitor-Plus.) Although Grey handled that project, Interpublic’s Foote Cone & Belding in New York is lead agency on Diet Coke and its lemon and lime brand extensions.

In a statement, Randy Ransom, svp of Coca-Cola Trademark for Coke North America, said, “Many people already enjoy a slice of lime with their Coca-Cola, so it seemed only natural to include a splash of lime flavor in our flagship brand.”

The Atlanta-based beverage company said the success of its Diet Coke with Lime extension, which bowed a year ago, prompted brand executives to get behind Coke with Lime.

Berlin Cameron in New York is putting the finishing touches on the next leg of the “Real” campaign that it launched for Coke Classic in January 2003. The new work is expected to break later this month.