Coca-Cola looks to WPP for US campaign

Coca-Cola has handed its flagship Coke Classic advertising account in the US to the WPP-owned agency Berlin Cameron/Red Cell, giving a huge boost to Sir Martin Sorrell's fledgling agency network.

The soft drinks giant said it had dropped McCann-Erickson from the brand in the US following the success of Berlin Cameron's "Real" campaign for Coke, starring Penelope Cruz and Muhammad Ali.

The ads, due to be shown in the UK later this year, show Cruz walking into a packed, beachside restaurant and asking for a Coke before drinking the whole bottle in one gulp and belching loudly.

Coca-Cola executives believe the new "real" slogan is more in tune with the mood of post-September 11 America than the "Life tastes good" campaign created by McCann-Erickson.

"Berlin Cameron has done an excellent job helping us create and express the 'Real' marketing platform," said Chris Lowe, the chief marketing officer for Coca-Cola North America.

"We're looking forward to working with them to develop the next phase of 'Real' as we integrate the concept throughout all our Coca-Cola Classic marketing initiatives in the US."

McCann-Erickson, which is owned by the troubled Interpublic Group, will continue to handle the brand outside the US.

The decision comes amid a fierce battle between Coca-Cola and PepsiCo for control of the $30bn cola market in the US.

Although Coke Classic is still the most popular soft drink in the US, sales in supermarkets fell by 0.8% in the first 11 months of 2002, according to Beverage Digest, a leading industry newsletter. Sales of Pepsi have also fallen.