Coca-Cola reviews £5m Dr Pepper out of Y&R

Coca-Cola is understood to be reviewing the £5m advertising account for its Dr Pepper brand in the UK, held by Young & Rubicam’s European office based in London.

Coca-Cola is understood to be reviewing the &£5m advertising account for its Dr Pepper brand in the UK, held by Young & Rubicam’s European office based in London.

The company has approached a number of London agencies about the brief for the brand, which it acquired from Cadbury Schweppes Beverages as part of last year’s $1.85bn (&£1.1bn) deal.

Coke also bought Oasis, Crush and the Canada Dry range in all markets, except in the US, South Africa and France.

The review is an extension of the company’s “think local, act local” strategy of appointing advertising agencies, introduced by Coke chief executive Doug Daft.

In the past, the brand has used ads by Y&R’s New York office.

Y&R’s most recent TV ad for Dr Pepper, based on the film Titanic, was launched in April (MW April 4) and is still on air. It was the first campaign for the fruit-based drink brand since Coke bought it.

Now Coke is understood to want to take a different strategy for the brand, which launched in the UK five years ago.

The media account, handled by Universal McCann, is not believed to be affected by the review.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here