COKE ASSIGNS 'MID-CALORIE' COLA TO BERLIN CAMERON

Summer Campaign to Back 'Coke Ultra'

By Published on .

NEW YORK (AdAge.com) -- Coca-Cola Co. selected WPP Group's Berlin Cameron/Red Cell, New York, to handle advertising responsibilities for the launch of a new 'mid-calorie' cola, according to executives familiar with the plan.

Dubbed "Coke Ultra," the soft drink is

Related Story:
PEPSI TO LAUNCH 'MID-CALORIE' SODA CALLED PEPSI EDGE
Targets Consumers Who Drink Both Diet and Regular Colas
expected to launch this summer with an integrated ad campaign that will use TV, print, outdoor, promotional and Internet efforts.

Coke Classic shop
Berlin Cameron already handles advertising for Coca-Cola Classic in North America, an account worth $250 million.

A Coca-Cola spokesman would not comment on the assignment, except to say, "We are always looking at ways to strengthen and expand the Coke franchise. We are testing a broad range of products."

Berlin Cameron referred all calls to Coca-Cola.

Executives familiar with the review said Berlin Cameron competed against Richmond, Va.-based Martin Agency, the Interpublic Group of Cos. agency that helped launch Vanilla Coke.

Coke's soft-drink archrival, Pepsi-Cola North America, last week announced plans for its mid-calorie version, Pepsi Edge. The drinks are referred to as "mid-calorie" because they have half the sugar and calories -- but apparently all the taste -- of a regular cola.

Coke Ultra, like Pepsi Edge, will be marketed at consumers who like the flavor of regular soft-drinks but want less sugar, though not necessarily an artificially-sweetened diet drink.

Most Popular