LONDON: Burson-Marsteller has won its first retained account with Cadbury Schweppes with a mission to promote soft drink brand Dr. Pepper, as the drink seeks to succeed in the competitive carbonated beverages market.
B-M won a three-way pitch for the consumer PR account, which is worth over $247,500 in fees. The other agencies competing for the account were BFP Momentum and three-year incumbent Lyons Waddell.
B-M will attempt to target the youth market in a bid to increase sales of Dr. Pepper among the young. Its work will include promoting Dr Pepper in the teenage media and handling sponsorship, promotions and events.
B-M's consumer marketing practice managing director David Brian will head the account, reporting to Dr. Pepper marketing manager Peter Coombe.
'Our brief is to help Cadbury Schweppes take Dr. Pepper from being a successful small brand to being a successful big brand,' said Brian.
Dr. Pepper is the main Cadbury Schweppes beverage brand after the Schweppes range, whose PR is handled by H&K.
The company reported an 84% increase in sales of Dr.Pepper in the UK last year.