Cadbury Schweppes has started to contact advertising agencies in an
attempt to give its Schweppes soft drinks brands a more consistent
Reports indicate that the task will be to examine the positioning of
Scheppes’ brands, which varies nationally in a move that appears to have
originated in the US. In the UK, most consumers associate Schweppes with
tonic water, while in Germany, its leading brand is bitter lemon.
Elaine Hindel, the Schweppes vice-president of global marketing, is
considering whether to use a single global agency network for its
An alternative would be to opt for one or two ’centres of excellence’,
whose work will be interpreted by local agencies.
Hindel has already appointed the international brand development
consultancy, CLK, to handle initial contacts with agencies.
The consultancy is also likely to be involved in any pitch resulting
from those initial discussions.
Both roster and non-roster shops are believed to have been
Saatchi & Saatchi currently handles brand advertising across Europe,
producing annual blockbuster commercials which are adapted for domestic
This year’s campaign was centred around a film shot in Mexico that cost
pounds 1 million to produce. It features a secret serviceman who evades
capture by mercenaries armed with heat-sensing equipment because he
consumes ice-cold Schweppes, which dramatically reduces his body
Last year, Saatchis created a high-profile campaign based around two
workers attempting to smuggle diamonds out of a mine with the strapline:
Other roster agencies include Young & Rubicam, which works on Schweppes’
Dr Pepper brand, and FCB, which handles its advertising in the US.
Hindel was not available for comment as Campaign went to press.