Tequila\ won the business in a pitch against undisclosed UK agencies.
It has been briefed to build a relationship marketing programme using direct marketing, sampling activity and promotions in the UK as well as web development in France.
The agency will team with its Omnicom sibling TBWA\France, which holds the brand's UK and French above-the-line accounts. The pair will develop an integrated marketing strategy for the brand in an attempt to extend its lead over competitors such as its UK challenger, Slenda.
The hiring of Tequila\ comes as part of a global brand overhaul by Merisant, Canderel's parent company. It is being handled by the Omnicom-owned Brand Architecture International.
Helen Kershaw, the Merisant UK & Ireland marketing director, said: "We are delighted to be working with Tequila\London. It showed a unique strategic approach to integrated communications that will inspire outstanding creative campaigns and fit perfectly with the way we are repositioning Canderel."
Ian Thomas, managing partner at Tequila\London, added: "We are thrilled about the opportunity to work with Canderel. We are truly looking forward to developing breakthrough ideas together with TBWA\ to help grow the brand in 2006."
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