Dr Pepper updates strategy with Deutsch

Dr Pepper has tapped Deutsch LA, of the Interpublic Group, as its new agency in charge of all advertising for the brand.

The companies first connected in February, when Dr Pepper was looking for an agency to handle a specific creative project. Deutsch’s pitch, which included nontraditional and digital work, seems to have won over Dr Pepper, but neither company would elaborate on their plans.

“We looked at a number of agencies, and each of them brought its own unique vision to the project,” said Sean Gleason, SVP, Cadbury Schweppes Americas Beverages, in a statement. “However, the Deutsch LA team brought an approach that quickly grew into more than a project. Much more. We feel we have an exciting new campaign for Dr Pepper.”

Deutsch pitched for agency status in March, competing with Droga5 and Cliff Freeman and Partners. WPP Group’s Y&R, the long-standing incumbent agency for Dr Pepper, will remain AOR for Diet Dr. Pepper, Sunkist, 7UP, A&W and Canada Dry.

Dr Pepper reported ad spending of $35 million last year and $45 million in 2006.

As Dr. Pepper embarks on its (mysterious) new brand strategy, Cadbury Schweppes Americas Beverages, will be lining up to split from its British parent. The American arm will be renamed Dr Pepper Snapple Group.

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