Interpublic Group of Cos.' McCann-Erickson Worldwide, New York, is defending the business, while independent shops Wieden & Kennedy, Portland, Ore., and Berlin Cameron & Partners and Cliff Freeman & Partners, both New York, are vying for the brand. Executives from Coca-Cola and McCann could not be reached for comment by press time.
In December, Coca-Cola aligned global advertising duties for its Coca-Cola brand with Interpublic, including McCann. Cliff Freeman has worked on the Coca-Cola brand and is agency of record for Coca-Cola's Fanta. Berlin Cameron handles Coca-Cola's Coke Light (Latin America), Mello Yello, Nestea Cool and Dasani water lines. Wieden has Coca-Cola's Diet Coke business. According to Taylor Nelson Sofres' CMR, the marketer spent $32 million in measured media to support the PowerAde brand in 2000. PowerAde competes against category leader Quaker Oats Co.'s Gatorade, which PepsiCo is buying.
Copyright April 2001, Crain Communications Inc.