Ad duties for the launch of Coca-Cola’s new drink Simply Orange have been handed to Doner in Southfield, Michigan.

Simply Orange, unveiled last week as Coke’s answer to PepsiCo’s Tropicana in the rapidly growing ‘not-from-concentrate’ juice market [WAMN: 16-Mar-01], will be produced by the soft drinks giant’s Minute Maid unit.

The appointment of Doner, said Minute Maid’s Ray Crockett, follows a six-week review in which the agency went head-to-head with the drinks division’s Chicago-based lead shop Leo Burnett USA. Billings, although unknown, may match the $37 million spent on Minute Maid’s ‘from-concentrate’ juices.

“Both were great,” commented Crockett diplomatically, but Minute Maid executives “just felt like Doner nailed it.” It is not the first time the Coke subsidiary has worked with Doner, which recently handled a campaign aimed at Miami’s Hispanic community.

It is also the second time in recent months that Minute Maid has bypassed Leo Burnett, having awarded a child-oriented promotion to Minneapolis’s Campbell Mithun in February.

Other shops on Simply Orange’s roster include New York twosome Sharpe Partners (online marketing), and Vorhaus & Company (public relations); also Chicago’s Starcom MediaVest (media strategy).

News source: New York Times