Cadbury Schweppes Americas Beverages has named VML its new interactive creative and development agency of record.
VML will develop digital marketing work for Dr Pepper, Sunkist, Snapple and Motts, among Cadbury’s brand portfolio of more than 50 soft drinks, ready-to-drink teas, juices, mixers and other premium beverages.
Prior to the selection of VML, a WPP/Young & Rubicam Brands agency based in Kansas City, MO, Cadbury split the work among a variety of agencies.
“We’re going to do things that have never been done before, both in this category or the digital space in general,” VML President Jon Cook said in a statement.
CSAB has started moving these well-known brands into the digital space, he said.
As interactive AOR, VML will handle digital strategy, Web site development, online creative and online media production, as well as emerging technology engagements.
Mediaedge Interaction retains interactive media planning duties for CSAB.
VML will also handle work for Rose’s, Yoo-hoo, Nantucket Nectars and A&W Root Beer.
“VML truly impressed us during the review process,” said Erika Knight, director of interactive and emerging media for Plano, Texas-based CSAB.
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