Mother wins £5m Dr Pepper brief

Coca-Cola Great Britain has handed its £5m UK Dr Pepper creative account to Mother to develop the first local advertising for the brand anywhere outside the US.

The advertising for Dr Pepper had been handled by Young & Rubicam’s European office, based in London. The relationship was inherited by Coca-Cola when it bought Dr Pepper from Cadbury Schweppes in 1998.

The move is part of holding company the Coca-Cola Company’s strategy of “think local, act local”. It follows the re-appointment last week of the London office of Wieden & Kennedy to handle its £7m UK Diet Coke account.

Coca-Cola GB also stripped Universal McCann of Coca-Cola’s media planning and the £7m non-TV buying business across its portfolio, handing it to BBJ. Universal retained the £25m TV buying account (MW November 16).

Mother already handles the £2m UK account for Lilt. It began work on Lilt in 1997 and has developed the memorable Lilt ladies campaign.

Coca-Cola Great Britain and Ireland marketing director Charlotte Oades says: “Mother was chosen to develop this new campaign because of its deep understanding of how to build powerful relationships between brands and British teens, using advertising and other vehicles.” A new campaign will be on air in early 2001 focusing on strengthening Dr Pepper’s relationship with teens. Dr Pepper is the number-three carbonated soft drink in the US.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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