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Recently merged Keurig Dr Pepper has selected Initiative as media agency of record for the U.S. and Canada, sources with direct knowledge of the matter confirmed to Adweek.
It marks a significant expansion of the IPG Mediabrands agency’s relationship with the company that has been AOR for Dr Pepper Snapple Group since 2008.
Initiative declined to comment. A Keurig representative has yet to respond to emails and phone calls.
Keurig, formerly a wholly owned subsidiary of Green Mountain Coffee Roasters whose primary product was a coffee-pod brewing system, acquired Dr Pepper Snapple Group last year for an estimated $19 billion.
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