Y&R Keeps 7Up After Challenge

NEW YORK WPP Group’s Young & Rubicam has retained creative duties on Cadbury Schweppes’ 7Up brand after a shootout with MDC Partners’ Crispin Porter + Bogusky, the client confirmed. Brand spending was about $25 million last year, per Nielsen Monitor-Plus.

Y&R, which also handles Cadbury’s Dr Pepper, is said to have pooled resources from multiple offices—including New York and San Francisco—for its creative presentation, which took place two weeks ago. CP+B presented last week, according to sources.

Historically, 7Up has been run out of Y&R’s New York headquarters, but sources said San Francisco will now play a significant role. Y&R declined comment.

Going into the shootout [Adweek, April 26], the client sought a new campaign that would be presented to bottlers in late summer and break in 2005, per the brand’s usual timetable. Cadbury also needs ads to support the fall launch of 7Up Plus, a juice-infused soda with calcium and vitamin C, said a client representative. The low-calorie (10 per 12 ounces) and low-carbohydrate (3 grams per 12 ounces) soda will be sweetened with Splenda.

Sources said that MDC’s Cliff Freeman and Partners in New York and Havas’ Arnold in Boston had also been approached. Cliff Freeman exited the fray last month after landing creative duties on Snapple, another Cadbury brand, which shifted from Interpublic Group’s Deutsch. Snapple spending is around $10-15 million.

Arnold talked to client executives in May but did not present work, according to sources.

This report updates a previously posted article.