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SUNKIST ACCOUNT SWITCHED TO Y&R's BRAND BUZZ

$5 Million Assignment Was at FCB

By Published on .

NEW YORK (AdAge.com) -- Dr Pepper/Seven Up is moving the advertising responsibilities for its Sunkist orange soda to Brand Buzz, a unit of WPP Group's Y&R Advertising.

The account had been at Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago. The agency still handles Hawaiian Punch for the marketer.

Non-traditional marketing
The move comes as Dr Pepper/Seven Up is "putting greater emphasis on non-traditional, grassroots" marketing efforts, said Kyle Rose, a spokesman for Dr Pepper/Seven Up. Currently, no TV advertising is planned for upcoming campaigns, although the possibility of broadcast has not been ruled out entirely, as it has been used in the past, Mr. Rose said.

Dr Pepper/Seven Up is based in Plano, Texas, and is a subsidiary of Cadbury Schweppes.

Y&R Advertising handles advertising for the Dr Pepper and 7 Up brands, including line extensions such as Red Fusion. Brand Buzz, launched in January 2000, has also created guerilla-marketing projects for the recently launched 7 Up spin-off dnL (the "upside-down" 7 Up).

Spending on Sunkist cola in 2002 was $5.2 million, according to TNS/Media Intelligence.

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