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
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
’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