Schweppes pumps agencies for global branding strategy

Cadbury Schweppes is talking to agencies about how the Schweppes brand is perceived around the world with a view to launching a global ad campaign.

For the past year roster agency Saatchi & Saatchi has been working on a European brand campaign, with the second execution in this campaign breaking this month (MW March 19).

The brief for this latest pitch – for which a final shortlist has not yet been drawn up – is understood to require a more unified brand image for Schweppes across the globe.

Elaine Hindel, vice-president global marketing Schweppes, is thought to have contacted agencies about the campaign. Young & Rubicam, Saatchi & Saatchi and Foote Cone & Belding between them handle the bulk of the brand’s global advertising.

One source says: “Global advertising for Schweppes is disparate. In the UK when people think of Schweppes they think of tonic water, in Germany, they think of Bitter Lemon.”

Paul Troy, Schweppes European brands director, says: “We are doing a global equity study to establish the commonalities which exist on the Schweppes brand in different countries.”

The company is also understood to be working with design consultancy CLK on the project.

Y&R is behind the current Dr Pepper campaign and FCB handles Schweppes’ advertising in the US.

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