Young and Rubicam has scooped the pounds 8 million Dr Pepper account
less than a year after Saatchi and Saatchi secured the business from the
then Coca-Cola Schweppes Beverages (Campaign, 24 November 1995).
Schweppes Europe, the UK-based European beverages division of Cadbury
Schweppes, which owns the Dr Pepper brand, has since sold its stake in
CCSB, leaving the UK free to make its own advertising arrangements.
Dominic Lowe, the marketing director of Schweppes Europe, said: ‘Y&R has
done unbelievable things for Dr Pepper in the US and I am looking
forward to working with it in the UK. The brand is just starting here
and we have tremendous ambitions for Dr Pepper in this country.’
A TV campaign by Y&R is being prepared, with ads expected to run in the
next two months. Media remains with Zenith for the time being.
Fernan Montero, the chairman and chief executive of Y&R Europe, said:
‘We are gratified with this assignment as it completes our European
mandate to assist Cadbury Schweppes in making Dr Pepper a major player
in its category.’
The move completes the global realignment of Dr Pepper, which is the
world’s fourth-largest non-cola soft-drink brand. Y&R won the Dr Pepper
business across the rest of Europe, except for the UK, in May.
Dr Pepper has been available in the UK since 1982, but the brand had
less than 1 per cent of the market when Cadbury Schweppes took control
of its marketing and distribution this year. In the US, Y&R has handled
the account for 27 years.
During its short tenure on the UK account, Saatchis created two 30-
second commercials featuring the mad world of Dr Pepper, which have been
running since May.