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Sweet 'N Low Parent Eyes 7

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NEW YORK Cumberland Packing Corp. this week briefed seven agencies in its review of creative and media duties on brands such as Sweet 'N Low, Sugar in the Raw and Butter Buds, according to the consultancy that is managing the process.

The shops are Interpublic Group units Lowe and Gotham, Dentsu's Dentsu America and independents Cramer-Krasselt, Doner, Mother and The Joey Co., confirmed Peggy Mitchell-King of Aquent Consulting in New York. All are pursuing the account from their New York offices except Doner, which is based in Southfield, Mich., and Joey, which is in Brooklyn, N.Y.

Client executives directed the shops to develop ideas on how to revitalize Sweet 'N Low. Each agency will make a presentation in late October, and based on those presentations, Cumberland will select three finalists, Mitchell-King said.

Each finalist will be visited and given a scope of work for next year as a basis for drawing up staffing and fee proposals, according to Mitchell-King.

Brooklyn-based Cumberland hopes to select a winner in December. The company's other brands include Stevia Extract in the Raw, Natra Taste Blue, Natra Taste Gold and Nu Salt. Its 2010 marketing budget across all brands is around $6 million, according to an initial request for information that the company distributed to more than 20 agencies.

Cumberland's longtime lead agency, independent Pedone in New York, is not participating in the review.