Y&R beats Saatchis to pounds 20m Schweppes job

Young & Rubicam has defeated Saatchi & Saatchi in the final head-to-head pitch for Schweppes’ pounds 20 million global branding account.

Young & Rubicam has defeated Saatchi & Saatchi in the final

head-to-head pitch for Schweppes’ pounds 20 million global branding

account.



Cadbury Schweppes, which called the pitch in April, intends to develop a

single global brand image for Schweppes, and has recently repackaged its

mixers as a prelude to a worldwide advertising push.



The brand’s image has virtually no consistency across different

countries.



In the UK it is almost always associated with tonic water, whereas in

Germany its name is synonymous with bitter lemon.



A new campaign is expected to run in the next couple of months. Creative

work is already at an advanced stage because ideas are thought to have

been thoroughly researched in the final stages of the pitch.



Senior staff from Y&R and Saatchis, which are both Cadbury Schweppes

roster agencies, have travelled back and forth to Schweppes’ New York

headquarters during the four months of the pitch.



Saatchis was still waiting to hear the official news as Campaign went to

press and Y&R was unable to confirm the win. Suzanne Sharpe, the account

managing director who led the pitch at Y&R Europe, commented: ’It’s true

that we’re expecting an announcement towards the end of this week but

until that happens, we can make no comment except that obviously we

would love the chance to help this wonderful brand grow worldwide.’



In March, Schweppes kicked off a pounds 16 million global campaign,

created by Saatchis, which positioned the brand as ’the adult soft drink

of choice’.



The two agencies defeated competition from agencies thought to include

another roster network, FCB, and at least one non-roster agency. Media

stays with Zenith UK.



The commercials feature a secret serviceman who lowers his body

temperature by drinking ice-cold Schweppes, rendering him undetectable

by the mercenaries who are pursuing him with heat-sensing equipment.



Saatchis also created the epic ’diamond mine’ ad last year, which was

directed by Tarsem and attempted to throw off Schweppes’s old-fashioned

image with the line ’think Schweppes’. Y&R won the Dr Pepper brand from

Saatchis in September 1996.



The two agencies defeated competition from agencies thought to include

another roster network, FCB, and at least one non-roster contender.



Media remains with Zenith in the UK. Global media arrangements are

effected by local bottlers and distributors, but the winning agency is

likely to work on media planning in some markets.



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