Dr Pepper Snapple Group in April tapped Deutsch to handle work for its Dr Pepper brand. It had initially invited shops to pitch work for a "project," but that brand ultimately ended its nearly 40-year relationship with WPP Group's Young & Rubicam.
Deutsch seals the deal
"There were a number of well-qualified and capable agencies participating in this review, and we were impressed by a lot of the work we saw throughout this process," said Jim Trebilcock, senior VP-marketing, Dr Pepper Snapple Group. He added: "We are very pleased to have [Deutsch] as our new agency of record and excited about the work they'll be rolling out in the coming months."
The beverage marketer in recent weeks reached out to four roster agencies to pitch new creative work for the Snapple brand. Along with Deutsch, they were: Y&R, Laird & Partners, and the incumbent, MDC Partners' Cliff Freeman & Partners, New York. Cliff Freeman picked up the account in 2004 without a review from Deutsch, where it had been for seven years.
The agency shift comes amid a shakeup in the marketing department at Dr Pepper Snapple Group, parent company of Snapple. Last week, the company said it had eliminated three positions, including that of Randy Gier, exec VP-marketing. Sean Gleason, senior VP-Brand Action Team, and Cindy Hennessy, senior VP-innovation, also left the company.
Snapple has been looking for a way to re-energize the 36-year-old brand, which has seen declining volume since the 1990s. The label, which has roots in Brooklyn, N.Y., now has a presence in 80 countries. According to Beverage Digest, the brand's volume has plunged to 83 million cases in 2007 from 125 million cases in 1993. Snapple had a 5% share of the juice category and a 13% share of the tea category in the first quarter of this year. Those data cover supermarkets, convenience stores, drug chains and mass merchants, excluding Wal-Mart.
Forthcoming work from Deutsch is expected to be a broad-reaching branding campaign that will reintroduce customers to the Snapple brand. Similarly, Deutsch created a branding campaign for Dr Pepper, which debuted in July. Recent Snapple marketing pushes have centered on specific lines, such as its Antioxidant Water and premium teas.