Powerade Picks Agencies

Coca-Cola has hired Mother to develop a global ad campaign for its Powerade sports drink brand and enlisted Sapient for digital efforts, the company confirmed. The New York offices of the shops will handle the assignments.

Both agencies have experience working with Coke. Mother in New York worked on the company’s Full Throttle energy drink and its London headquarters has produced work for the “Open happiness” campaign. (Mother’s Madras office in Argentina also handles some regional chores for the brand.)

Sapient has produced interactive work for the Coke brand, including the digital portion of the vaunted “Happiness factory” campaign, an iPhone app and a touchscreen vending machine.

The global Powerade assignments do not impact the brand’s relationships with its local agencies, said a spokesperson for the company.

Ammirati, New York, has handled the U.S. advertising for Powerade and Powerade Zero for the last two years.

The company spent less than $10 million in measured media supporting the brand, according to Nielsen.