Coke Really Does Want To Reinvent Its Advertising

Coke asked for ideas. Now they’re about to get some.
According to Adweek, Portland-based independent, Wieden + Kennedy has picked up duties on the soft drink giant’s flagship brand. Billings are rumored to be in the neighborhood of $200 million.
Pio Schunker, vice president of advertising for the Atlanta-based soft drink giant, made the decision to move the flagship brand.
W+K already handles Coke’s PowerAde brand, and had produced Coke ads for the 1996 Olympics and the 1998 World Cup.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Carl LaFong says:

    If memory serves, didn’t Wieden also produce a series of critically panned Coke commercials back in the mid to late ’90s? As undeniably brilliant as W+K is, they don’t seem to have had much success outside Nike and ESPN. It will be interesting to see just what kind of “new” ideas they come up with this time.

  2. What about Miller High Life? If that’s not creative success, I don’t know what is.

  3. Carl LaFong says:

    Thanks for reminding me, David. A most grievous oversight on my part. And I would be equally remiss in not acknowledging the Honda work from W+K’s London office. All of which pretty much negates my original post. Oh well.

  4. Actually, I’m interested in what they can do with Eukenaba, being a P&G brand. Hopefully, they’ll push over a huge domino and create a tidal wave of reaction that changes packaged good advertising.
    Hey, look. There’s Planet Earth. Maybe I oughta come back to it.