The Week

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Nestle to merge U.S. ice cream biz

Nestle last week upped its stake in Dreyer's Grand Ice Cream from 23% to 67% and said it would merge its existing U.S. ice cream business, including Haagen-Dazs and a variety of frozen novelties, into the $1.4 billion ice cream behemoth. As part of the deal, the enlarged Dreyer's will maintain its current management structure, including VP-marketing Tyler Johnston, and will likely expand the marketing team, probably including some former Nestle executives, Mr. Johnston said. Savings from marketing synergies, among other things, are expected to reach $170 million by 2005. Shifts in agency assignments for the various ice cream brands have not been discussed, he said. Dreyer's consolidated its advertising roughly three years ago with Omnicom Group's Goodby, Silverstein & Partners, San Francisco, after awarding Goodby the assignment for its super-premium entry, Dreamery. Nestle recently awarded its newly acquired Haagen-Dazs brand to WPP Group's J. Walter Thompson, Chicago. QwikFIND aan62u

Sock Puppet now hawks car loans

People with bad credit aren't the only ones getting a second chance from credit marketing company 1-800-Bar None. The sock puppet, formerly of, is getting a second chance at being a spokespuppet, this time with Bar None, which facilitates car sales to people who have had trouble obtaining credit. "We give people a second chance, and that's exactly what we're doing with the sock puppet," Brian Hall, Bar None's senior VP-sales and marketing said. The ad campaign features nine commercials set to launch in early July. The sock puppet has been unemployed since's shutdown in November 2000. Pleasanton, Calif.-based Bar None bought the rights to the puppet from Hakan & Associates, a trademark licensing agency. Omnicom's TBWA/Chiat/Day, San Francisco, created the sock puppet. QwikFIND aan63r

Coke and Danone strike water deal

Coca-Cola Co. and Groupe Danone last week announced a partnership giving the world's largest soft drink company U.S. marketing and production for Danone's retail bottled water and source water business. Coca-Cola will steer advertising, though a spokeswoman said it's too early to tell how agencies might be affected. WPP Group's Berlin Cameron & Partners/Red Cell, New York, handles Coca-Cola's Dasani. The deal makes Coca-Cola the country's No. 2 bottled water marketer with a 17.6% share, behind Nestle and ahead of rival PepsiCo. The deal has Danone contributing production facilities and licensing for brands such as Dannon and Sparkletts and Coca-Cola contributing $128 million for 51% of the venture. The deal should improve Coca-Cola's position in less expensive waters without hurting the successful Dasani. QwikFIND aan63g

U.S. left to bless Bcom3-Publicis

The $3.2 billion acquisition of Bcom3 Group by France's Publicis Groupe cleared two hurdles in Europe last week, leaving only approval by U.S. regulators to complete the deal this summer. The European Commission cleared the deal June 19, a day after Publicis shareholders approved the purchase during their annual meeting. In a statement, the Commission said the deal's main impact in European markets would be in France. The Bcom3 acquisition-a three-part deal also involving Japan's Dentsu-was initially expected to close in June, but the U.S. Securities and Exchange Commission has indicated it will seek a full review of the deal; it is now targeted to close in August or September.

M&M's offering Global Cash

Masterfoods usa will go global again. Following its Global Color Vote promotion for M&M's-which culminated last week with purple winning an election among 10 million-plus voters-Masterfoods will launch Global Cash. Ads that break Aug. 19 from Omnicom's BBDO Worldwide, New York, will announce purple as the newest coating color and play off the "globalness" of the vote: consumers have a chance to win a grand prize of 100 million yen (roughly $700,000) as well as other foreign currency denominations.

CVS taps Hill Holliday

CVS Corp. last week tapped Interpublic Group of Cos.' Hill, Holliday, Connors, Cosmopulos, Boston, for its estimated $35 million advertising and relationship marketing account. The pharmacy chain, which is moving to open units nationwide, has given projects to the agency for a year. CVS represents one of Hill Holliday's largest accounts. The agency bested five-year incumbent Cordiant Communications Group's Bates Worldwide as well as Publicis Groupe's Publicis, both New York. QwikFIND aan63c


While Omnicom tries to win back its credibility with investors after its recent stock plunge, Chairman Bruce Crawford adds new responsibilities elsewhere. Mr. Crawford, 73, last week was named chairman of New York's Lincoln Center for the Performing Arts, where he will help oversee a $1.2 billion redevelopment project. ... Kmart Corp., which has turned to bankruptcy protection, continues to dim the marketing strategy focused on its icon Blue Light Special and renamed its Web site from The redesigned site continues to offer some features, such as BlueLight Unlimited Internet service, but now focuses on integration with the store's marketing thrust via its "Stuff of Life" campaign. ... Cadbury Schweppes' Dr Pepper/Seven Up says 7UP marketing dollars are unchanged with the Pepsi Bottling Group's decision to stop distributing 7UP in favor of PepsiCo's Sierra Mist on Dec. 31. WPP Group's Y&R Advertising, New York, handles the country's No. 8 soda.... PepsiCo's Pepsi-Cola North America promoted Dave Burwick, 40, to senior VP-chief marketing officer from senior VP-marketing for carbonated soft drinks.

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