The next time you pour a cup of coffee in your agency be sure to think twice about whether you choose Sweet’N’Low, Sugar in the Raw, or any of the other sweeters, because AOR duties for the first two we mentioned are now in the hands of Mother New York.
Cumberland Packaging Corp., though you’ve never heard of it, handles Sugar In The Raw, Stevia In The Raw, NatraTaste Blue, NatraTaste Gold, Sweet’N Low, Nu-Salt, Butter Buds and Sweet One.
The win came after a review, and probably pissed off Mother’s kids who are now responsible for that work. According to AdWeek, Mother was competing with “Interpublic Group units Lowe and Gotham, Dentsu’s Dentsu America and independents Cramer-Krasselt, Doner…and The Joey Co..” The pitch was handled by Aquent Consulting. Latest reports indicate the client will spend about $6 million across all brands.