After a few months of review, Kraft has decided to keep Draftfcb on as the AOR for its Gevalia coffee business. Since early January, tipsters were predicting that the brand would take its business elsewhere, but now it’s been announced that Draft retained the Gevalia account and beat out the likes of TBWA’s Being conflict shop, Droga5 and Taxi in the process. Draftfcb, which has been AOR for Gevalia for 14 years and counting, referred all comments to Kraft, which has yet to respond to our inquiries.
Update: A Kraft spokesperson sent us this statement: “Kraft Foods is always looking for new and fresh thinking for our brands and, for Gevalia, we decided to reach out to several Kraft Foods roster agencies for ideas. After reviewing all of the terrific work, we found that Draftfcb had the best approach.”