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Cadbury Schweppes has started to contact advertising agencies in an

attempt to give its Schweppes soft drinks brands a more consistent

worldwide image.

Reports indicate that the task will be to examine the positioning of

Scheppes’ brands, which varies nationally in a move that appears to have

originated in the US. In the UK, most consumers associate Schweppes with

tonic water, while in Germany, its leading brand is bitter lemon.

Elaine Hindel, the Schweppes vice-president of global marketing, is

considering whether to use a single global agency network for its

advertising.

An alternative would be to opt for one or two ’centres of excellence’,

whose work will be interpreted by local agencies.

Hindel has already appointed the international brand development

consultancy, CLK, to handle initial contacts with agencies.

The consultancy is also likely to be involved in any pitch resulting

from those initial discussions.

Both roster and non-roster shops are believed to have been

contacted.

Saatchi & Saatchi currently handles brand advertising across Europe,

producing annual blockbuster commercials which are adapted for domestic

markets.

This year’s campaign was centred around a film shot in Mexico that cost

pounds 1 million to produce. It features a secret serviceman who evades

capture by mercenaries armed with heat-sensing equipment because he

consumes ice-cold Schweppes, which dramatically reduces his body

heat.

Last year, Saatchis created a high-profile campaign based around two

workers attempting to smuggle diamonds out of a mine with the strapline:

’Think Schweppes.’

Other roster agencies include Young & Rubicam, which works on Schweppes’

Dr Pepper brand, and FCB, which handles its advertising in the US.

Hindel was not available for comment as ±±¾©Èü³µpk10 went to press.