DALLAS Latitude has been chosen to market a new milk-based drink from Cadbury Schweppes' Dr Pepper/Seven Up, the client confirmed.
The Dallas promotional firm, an affiliate of The Richards Group, also handles work for the client's other brands, including Dr Pepper and 7Up.
The Plano, Texas-based client's new product, Raging Cow, will be a single-serve beverage available in five flavors.
Latitude will target young males primarily through Web activities, according to client representative Courtney Wallace. The campaign's launch date has not been determined, she said. The product will appear in selected markets in early March and will eventually expand into national distribution.
Billings are undisclosed.
Latitude referred calls to the client.
Among Raging Cow's competitors are Nestle's Nesquik and Hershey's milk products from Dean Food.