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Wieden + Kennedy’s depth of experience handling such sports brands as Nike and ESPN helped it land Coke’s Powerade business last week, sources said.
The win comes as Coke gets ready to square off this summer against Gatorade, long the No. 1 brand in the sports-drink category. Pepsi takes ownership of Gatorade at the end of June; sources said a new Powerade campaign should break in July.
Coke spent about $30 million in measured media last year on Powerade, according to Competitive Media Reporting.
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