MERCADEO Versión en español
Sprite drops Leo Burnett for Translation Advertising
Patricia Molina| 6 de septiembre de 2013
Sprite cambia de agencia publicitaria
Just 18 months after The Coca-Cola Company tabbed Leo Burnett to create a new Sprite campaign for the United States, it suddenly switched agencies.Coca-Cola spokeswoman Kerry Tressler confirmed the split with Leo Burnett and announced that Translation Advertising will take over marketing for the brand. At the same time, she said that Johannes Leonardo will continue in charge of global marketing.”Sprite has worked with Translation across multiple campaigns for a number of years now” Tressler said. “I can confirm that they are currently on point for some new work, but don’t have any details I can share at this point.Translation Advertising is a specialist in advertising brands associated with music, celebs and athletes, while Sprite has a long association with basketball players, specifically with Lebron James and Kobe Bryant in the Uncontainable Game. Kantar Media notes that ad spend for Sprite over the past five years has been between $7 million and $17 million. In 2010 the brand invested $17 million and got a 2 percent boost. Last year it spent $10 million.In recent years, Sprite has worked with a gamut of agencies including BBH, Johannes Leonardo, Leo Burnett and Turnet Duckworth, a time when the brand became associated with such phrases as Obey Your Thirst and The Spark, Uncontainable Game and Theres Nothing Soft About It.
