Burson-Marsteller wins Dr Pepper

Burson-Marsteller has won its first retained account with Cadbury Schweppes with a mission to promote its soft drinks brand Dr Pepper, as the brand seeks to compete in the increasingly competitive fizzy drinks market.

Burson-Marsteller has won its first retained account with Cadbury

Schweppes with a mission to promote its soft drinks brand Dr Pepper, as

the brand seeks to compete in the increasingly competitive fizzy drinks

market.



B-M won a three-way pitch for the consumer PR account, which is worth

over pounds 150,000 in fees. The other agencies competing for the

account were BFP Momentum and three-year incumbent Lyons Waddell.



B-M has been charged with targeting the youth market in a bid to

increase sales of Dr Pepper among younger audiences. 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 Brain 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 Brain.



Dr Pepper is Cadbury Schweppes’ main beverage brand after the Schweppes

range , whose PR is handled by Hill and Knowlton.



The company reported an 84 per cent increase in the volume of sales of

Dr Pepper in the UK last year. As a whole, the company’s beverages

registered a profit of pounds 342 million in 1997 on sales of pounds

1,953 million.



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