SOFT DRINK AGENCIES CHANGED
By Adnews Staff
Two major U.S. soft drink companies are changing their agencies. Cadbury Schweppes put its 7Up account up for review after Leo Burnett Company of Chicago ended a 10-year relationship with the brand. Burnett resigned from the account after Coca-Cola gave it the Frutopia business. Agencies in the 7Up review are already on Cadbury's roster. They are Foote Cone & Belding's Chicago office, Young & Rubicam, and Messner Vetere Berger McNammee Schmetterer/Euro RSG, both of New York. Cadbury bought 7Up from Dr. Pepper/Seven-Up Companies in January. In Canada, the softdrink is marketed by Pepsi-Cola Canada of Mississauga, Ont., and Toronto-based J. Walter Thompson does the advertising. Officials were unavailable yesterday to comment on whether the U.S. situation would affect Canada. Chiat/Day of New York previously handled the Fruitopia line of fruit beverages, but it is being bought by the Omnicom Group which owns agencies that handle soft drinks, fast food and snackfood accounts for Coke's main rival Pepsico. Coke didn't see this as a conflict, but Chiat/Day did, according to a report in The New York Times. In Canada, Chiat/Day of Toronto localized the U.S. creative. Chiat/Day's Los Angeles office also worked on regular and diet versions of Cherry Coke. A replacement shop for these brands will be named shortly.