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Draftfcb's successful defense of Kraft Foods' Gevalia coffee was short-lived.
Eight months after retaining the Gevalia creative business after a review, the Interpublic Group shop has lost the assignment to Taxi—one of the contenders in the earlier pitch. (The others were Droga5 and Being, a unit of TBWA.)
A Kraft representative confirmed the shift. Revenue on the business is estimated at almost $2 million.
To date, marketing for Gevalia coffee and coffeemakers has been limited to direct mail and an occasional direct-response TV ad.
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