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SBD/1/Sponsorships Advertising Marketing
COCA-COLA'S FRUITOPIA BRAND LEAVES CHIAT DAY FOR BURNETT
Published June 1, 1995
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).