McCann Will Handle Vanilla Coke Launch

NEW YORK — McCann-Erickson has won advertising and marketing duties for the May 15 launch of Vanilla Coke in North America, sources said. The new carbonated beverage from the Atlanta-based Coca-Cola Co. will roll out in the contoured, 20-ounce bottles with a national ad campaign to support it, a Coke spokeswoman confirmed.

She would not comment on whether McCann, owned by Interpublic Group, would be creating the advertising. “The advertising will be created within the IPG family,” the spokeswoman said. “It will be an integrated marketing campaign including television, radio, print, Internet, point-of-sale and outdoor.”
Media spending was undisclosed.

IPG has been the creative partner on Coca-Cola since December 2000 and McCann and other IPG shops have contributed ads to the “Life tastes good” campaign that ran from April 2001 to September. A new campaign for the core brand is expected in the spring.

Vanilla Coke joins other variations on the Coke brand. The company introduced Diet Coke in 1982; Cherry Coke in 1985 and later a diet version; and in 2001, Diet Coke with lemon.

McCann also handles Cherry Coke, which the client said will be repositioned and have a new package design set for debut in May.

Lowe handles Diet Coke and Diet Coke with Lemon.

A spokeswoman for McCann-Erickson declined comment.