Wieden & Kennedy Picks up Coke’s Powerade

21 May 2001

Portland, Oregon’s Wieden & Kennedy has increased its share of Coca-Cola’s business with the $30 million acquisition of sports drink Powerade.

Ousted from the account is the incumbent for the past decade McCann-Erickson Worldwide Advertising in New York and Seattle.

Four of Coke’s roster shops pitched for the business. Opposing Wieden & Kennedy (which also handles Diet Coke) were Berlin Cameron & Partners in New York (Dasani, Nestea Cool), the same city’s Cliff Freeman & Partners (Fanta) and McCann-Erickson (which retains Coca-Cola Classic).

Billings on the Powerade account are tipped to increase sharply following the acquisition by Coke’s arch rival Pepsi of sports drink market leader Gatorade.

News source: New York Times