Coke's Fruitopia brand to Burnett

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Coca-Cola Co. Wednesday named Leo Burnett Co., Chicago, as its worldwide agency for the Fruitopia brand of fruit-based drinks, previously with Chiat/Day, New York. Burnett announced shortly after that it was dropping the Seven-Up account, including regular and diet 7UP and Cherry and Diet 7UP.

Cherry Coke, also currently at Chiat/Day, will change hands "in the near future," according to Coke spokesman Bob Bertini. When asked whether the departure of Creative Artists Agency Chairman Michael Ovitz to MCA would affect the Classic Coke account handled by CAA, Mr. Bertini said any discussions on the brand moving agencies was premature.

Although there had been speculation for months that the Fruitopia account was on the move in light of the Chiat/Day- TBWA merger, smaller agencies already in Coke's extensive stable--including Fallon McElligott Berlin, New York, and Wieden & Kennedy, Portland, Ore.--were considered likely to get the business. Burnett currently does projects for Coke in Scandinavia and Italy. According to Mary Minnick, assistant VP and director of noncarbonated beverages at Coke, Fruitopia spent $30 million on marketing in 1994.

Mr. Bertini said that Fruitopia's sales promotion, once handled by Impact, the sales promotion arm of Foote, Cone & Belding, Chicago, has not been reassigned yet.

Cadbury Beverages North America announced it will conduct a closed creative agency review for the Seven-Up account; Chicago-based Foote, Cone & Belding, Young & Rubicam and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, both New York, will pitch for the assignment.

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