SBD/1/Sponsorships Advertising Marketing

COCA-COLA'S FRUITOPIA BRAND LEAVES CHIAT DAY FOR BURNETT

     Coca-Cola Co. announced yesterday that Leo Burnett Co.,
Chicago, will become the worldwide agency for the Fruitopia brand
of drinks.  The fruit-based refreshment account had previously
been with Chait/Day, New York.  Afterward, Burnett announced that
they will drop the 7-Up account they have handled for nearly ten
years.  Coca-Cola spokesperson Bob Bertini also said that Cherry
Coke, currently with Chiat/Day, will "change hands in the near
future."  There had been speculation that Fruitopia would move
since Chiat/Day's buyout by Omnicom, which owns companies that
handle PepsiCo (AD AGE ONLINE, 6/1).  Fruitopia has billings
estimated at $30M.  Coca-Cola's Bertini:  "Our recent discussions
with Omnicom led us to believe they were uncomfortable with the
situation so we decided to move advertising" (Stuart Elliot, N.Y.
TIMES, 6/1).
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Related Topics:

Coca-Cola, PepsiCo

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