Coca-Cola & Schweppes Beverages has taken marketing control of the Cadbury Schweppes trademark in the UK.
CCSB – a joint venture between Cadbury Schweppes and Coca-Cola – is breaking with its traditional role as a bottler, distributor and trade marketer by taking on more above-the-line control for its soft-drink brands.
Armed with a marketing budget “vastly in excess of £100m” it will now handle all marketing for Cadbury Schweppes brands in the UK, and is taking control of launches such as Shizan and Oasis. Previously Schweppes GB handled above-the-line support for Cadbury Schweppes brands such as the Schweppes’ tonic water line.
Under the agreement, CCSB could inherit control of Cadbury Schweppes-owned brands such as the Dr Pepper soft drink, which is currently distributed in the UK by Food Brokers.
“We are considering this,” says CCSB commercial director Kevin White. “There are no immediate plans, but the option is available.”
Other soft-drink brands being considered include soda drink Big Red, plus Root Beer and the Sienna iced-coffee range.
In readiness for the increased marketing demand, CCSB has also boosted its marketing team from two to six people.