Schhh Cadbury Holds Global Review

Cadbury Schweppes heard pitches from three agencies last week in a global consolidation of creative duties on its Schweppes ginger ale and mixers business. At stake: a budget pushed to $30 million next year, per the client’s plan for worldwide expansion.
Foote, Cone & Belding in Chicago, which has domestic chores on the account, is among the contenders, along with Saatchi & Saatchi, whose London arm produces Schweppes work in the United Kingdom. The third participant, Young & Rubicam, New York, handles the client’s Dr Pepper brand globally and 7Up in the U.S.
Cadbury spent roughly $12 million on Schweppes ads last year; some $5 million of that was in the U.S. The account consolidation and extra spending will pave the way for a more unified look on packaging and in-store materials and, the client hopes, global expansion, said a source.
FCB may have an edge in the shootout as it has served up a consistent stream of ads laced with wry humor, sources said. Its latest work plays up the “Schhh” sound in the soft drink’s name, as well as the noise a can of soda makes when it is first opened.
Schweppes, with strong roots in the U.K. and Europe, is one of three Cadbury brands considered by the client as having “global” potential. The other two are the flagship Dr Pepper and orange-flavored Crush lines. Dr Pepper, however, is considered an acquired taste and has had limited success overseas.
A client representative confirmed the review and participating shops. The pitches, covering TV, radio and print ads, were to include development of a new tagline, with presentations expected to conclude last week. Media duties are not affected. A Schweppes executive from London is conducting the review with executives from Dallas, Australia and Latin America.
Schweppes and sibling Canada Dry controlled 60 percent of the U.S. ginger ale market through Sept. 28, per Information Resources. Also in review are creative duties for its tonic, bitter lemon and sparkling water lines.