BrandBuzz To Handle Soda Launch

NEW YORK — BrandBuzz, the non-traditional ad arm of Young & Rubicam Group, has landed creative duties on dnL, a new fruit-flavored soda from Dr Pepper/Seven Up, the agency confirmed. Billings are estimated at more than $10 million.

The soda, which will be caffeinated and bright green, will hit test markets in November and go national in January, according to the Plano, Texas company’s Web site. It moniker came from inverting the name, “7Up.”

Marketing efforts, including traditional and non-traditional ads, point-of-purchase materials and promotions, will have an “upside-down” perspective, said Dr Pepper/Seven Up.

The client considered at least three other roster shops before awarding the business to the New York office of BrandBuzz, said sources. Y&R, here, handles 7Up, Dr Pepper, Diet Dr Pepper and Red Fusion, which launched earlier this year.

BrandBuzz, which also has on office in Amsterdam, now claims billings of more than $70 million. Other clients include Sony, Colgate and Jim Beam.