Jakada, originally test-marketed by P&G as a stand-alone brand in California in 1998, is the first brand P&G has licensed to another party following test marketing. The arrangement is part of the company's "commercialization of innovation" strategy, in which P&G licenses or forms marketing partnerships for some brands and technologies.
Morningstar plans to launch Folgers Jakada nationally in the fourth quarter, but a spokesman said he did not have information on an agency assignment and that ad plans remain in development.
Omnicom Group's DDB Worldwide, Chicago, is Morningstar's agency of record. -- Jack Neff
Copyright May 2001, Crain Communications Inc.