The review pertains only to beverage brands and does not include the company's Cadbury Adams confectionery business. Creative, handled WPP Group's Y&R, is unaffected.
Done by year end
Sibling Mediaedge:cia, the incumbent, has been invited to participate in the media review, which should be completed by year end.
Cadbury spent $86 million advertising its Dr Pepper brand alone in 2006. The combined business is more worth more than $150 million, according to an executive familiar with the company's media buying.
"CSAB's beverage brands, including Dr. Pepper, Snapple, Mott's and Sunkist, continue to experience significant growth," a Cadbury spokesperson said in announcing the review. "We've had a long and positive relationship with Mediaedge:cia over the years. This search is a reflection of our desire to best prepare ourselves for the changing media landscape."
Cadbury has retained Roth Associates to handle the search.