Nestlé adds agencies to roster to handle its drinks accounts

Nestlé has added digital agency Dare and direct marketing agency EHS 4D to its agency roster, following a competitive pitch.

Nescafé

The new agencies will work on the company’s soft drinks brands, which include Nescafé Original coffee, Nescafé Gold Blend, Nesquik Ready to Drink, Nesquik powder and Aero chocolate drinks.

The incumbents on the account were G2 and Carlson Marketing. Dare and EHS 4D also beat Rapp and Partners Andrews Aldridge to secure the account.

Nestlé says it will use its new agencies to help build customer relationships. Online and loyalty work will be included in the new push, complementing above-the-line activity by McCann Erickson.

Work will begin immediately in an effort to counter the effects of the Kraft takeover of Cadbury to form the world’s largest food and confectionery manufacturer. Kraft owns brands including Maxwell House and Mellow Bird’s, while Cadbury offer milkshakes and hot chocolate variants of its confectionery range.

Kraft says its takeover provides potential for meaningful cost savings and revenue synergies”.

It has pledged to take a “best of both approach” to its marketing “augmenting the world-class capabilities of both Kraft Foods and Cadbury”.

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