Draftfcb Retains Lead Creative Duties for Gevalia Brand

The New York office of Draftfcb has retained lead creative duties on Kraft Foods’ Gevalia brand after a review, sources said.

Sources previously identified the other finalists as WPP Group’s Taxi; independent Droga5; and Being, a unit of Omnicom Group’s TBWA. Each agency pitched out of its New York office.

Final presentations took place about a week ago at the agencies, sources said.

Draftfcb, a unit of Interpublic Group, referred calls to Kraft, which could not immediately be reached.

To date, marketing for Gevalia coffee and coffeemakers has been limited to direct mail and an occasional direct-response TV spot. Sources expect Kraft to broaden such efforts as the brand moves beyond mail-order distribution and into retail stores. In the past, account revenue totaled about $2 million, according to sources.

The pitch came amid a bid by Starbucks to end its retail distribution deal with Kraft. Since 1998, Kraft has distributed Starbucks coffee at supermarkets and other retail outlets.

Starbucks sought to end the deal in November, and Kraft challenged the move in federal court. Last week, however, a federal judge rejected Kraft’s claims of potential harm should the distribution agreement end. Kraft plans to appeal the ruling.