Coca-Cola Taps Bartle Bogle for Sprite Account

Win Is Second Coke Brand for Publicis-Backed Shop

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NEW YORK ( -- Bartle Bogle Hegarty has secured another spot on Coca-Cola's roster, winning creative duties for Sprite after a shootout with Wieden & Kennedy, executives close to the matter said.

Agency representatives either could not be reached or referred calls to Coca-Cola Co., which didn't immediately return calls.

Both shops ran the pitch out of their New York and Shanghai offices, as the beverage giant plans to concentrate on U.S. and Asian markets with its forthcoming push for Sprite, executives said.

Independent agency Wieden is the longtime creative lead for the flagship Coke brand.

Sprite is the second piece of business the beverage giant has awarded Publicis Groupe-backed Bartle Bogle this year. In January, Coca-Cola gave the Publicis-backed shop creative duties for its Vitaminwater brand.

Sprite, meanwhile, is long overdue for a brand makeover. The last major ad effort behind the lemon-lime soda was two years ago, the "Sublymonal" campaign from Crispin Porter & Bogusky, which now does work for Coca-Cola's Coke Zero brand.

In the first nine months of 2008, Coke spent a total of $17 million on U.S. measured media for Sprite.

Besides dusting off the brand, Bartle Bogle likely will have to help roll out Sprite Green, a new product using Coca-Cola's Truvia Sweetner that's hitting shelves now.

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