NEW YORK (AdAge.com) -- Dr Pepper Snapple Group is moving creative duties for its 7Up brand from Y&R, San Francisco, to McGarryBowen without a review -- marking the end of a 40-year relationship between the WPP shop and the beverage giant.
During the past two years Dr Pepper Snapple Group, which was created when Cadbury Schweppes spun off its beverage portfolio, has displayed its desire to move away from its longtime lead agency.
In 2008, the Plano, Texas-based marketer shifted three brands to Interpublic Group of Cos.' Deutsch from Y&R: Dr Pepper, Snapple and Diet Dr Pepper. In February of this year, it moved another three brands -- Canada Dry, Sunkist and A&W Root Beer -- to Dentsu-owned McGarryBowen without a review. Those shifts meant that Y&R's only hold on those drink brands after 40 years was 7UP.
"We have enjoyed a long relationship with DPSG and have done some terrific work for them that has built the brands to which we were assigned," said Y&R North America CEO Tom Sebok. "We wish them great success in the future and are proud to have been of service to them."
McGarryBowen referred calls to the marketer, which did not immediately respond to requests for comment.
According to Beverage Digest, 7Up controls 1% of the $74 billion carbonated-soft-drink market, making it the 15th-largest carbonated-soft-drink brand.
The brand spent about $25 million on measured media in 2009, according to Kantar Media, and has plans to boost its investment in the latter part of this year. Jonathan Rogers, brand manager for 7Up, recently told Ad Age that in the last four months of 2010 the brand will be spending what it would normally spend in a full year.
That increased investment includes the launch of new packaging graphics, a new formula and new advertising created by Y&R. The "Ridiculously Bubbly" TV spot, featuring David Spade, is the latest in a series created by Y&R last year. The spots featured actors known for being gruff or "un-bubbly," such as Brad Garrett, who played Robert Barone in "Everybody Loves Raymond."
For McGarryBowen, the 7UP win not only grows its recently earned roster spot with Dr. Pepper Snapple Group, it also means the addition of yet another new chunk of business. The shop -- which was Ad Age's 2009 Agency of the Year -- last week added Advil after a review and earlier this year took home the massive Verizon Wireless account.