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Promotions Shop Latitude To Create Web-Only Effort

By Published on .

BOSTON (AdAge.com) -- Cadbury Schweppes' Dr Pepper/Seven Up has selected Latitude, Dallas, to handle a new milk-based drink, Raging Cow.

The single-serve beverage, available in five flavors -- pina colada, berry, mocha, chocolate and caramel -- is geared to 20-something men. Marketing will be Internet-based with no TV planned; the marketer is seeking alternative ways to reach customers, a company spokesman said.

Raging Cow begins hitting shelves in selected markets in March.

Latitude is a Dallas-based sales promotion shop owned by independent ad agency Richards Group. Latitude has 28 employees.

Dr Pepper/Seven Up is based in Plano, Texas.

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