W+K Swipes Sprite from Translation

by Jamel D. Nelson , AdForum

Wieden+Kennedy added to its recent winning streak (Verizon, Yoplait, KFC) by picking up creative duties for Coca-Cola’s Sprite brand this week.

Someone told AdAge that the review (which was not announced) came down to W+K and R/GA and that the choice was natural given the fact that W+K has worked on Coca-Cola and Powerade for years.

Sprite is a fickle client: 18 months after signing with Leo Burnett, Coca-Cola gave the brand to Translation less than 18 months ago. That agency’s work for the client had one thing in common with W+K’s Nike campaigns: LeBron James.

That agency’s latest campaign, launched last October, was all about LeBron’s return to Cleveland. While creative directions for future work is unclear, the brand will definitely stick with LeBron: three weeks ago, Coca-Cola launched his new “mix” with cherry and orange flavors, which just happen to correspond to his new team’s colors.

(A corresponding mix tape by rapper Future may not have been an officially sanctioned product).

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