SAO PAULO--Coca-Cola Co. has tapped Lowe
Group agency Loducca, Sao Paulo, to handle advertising for the Schweppes tonic, club soda and citrus brands it acquired from Cadbury Schweppes last year. Coke bought Cadbury Schweppes brands in 155 countries. This is the fifth major win this year for creatively-renowned Loducca, which expects to boost billings by 40% as a result. Other wins include Purina pet food brand and the Parana state government. The Parana government account and others, such as the HSBC Bank, spurred Loducca recently to open an office in the south of Brazil. Coca-Cola's new Cadbury Schweppes brands have been produced in Brazil since April in a plant at Ribeirao Preto in the state of Sao Paulo. Fernando Mazzarolo, Coke's marketing director, says it was important to have distribution organized before advertising, as distribution is one of the company's strengths in this market. The Schweppes acquisition was approved in Brazil by the local Council of Economic Defensa (CADE) and didn't cause major changes of share in the soft drinks market since Schweppes had only 0.3%. Schweppes pro-ducts first appeared in Brazil in 1991.
Copyright September 2000, Crain Communications Inc.