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Source: Kraft Puts Out RFP For Gevalia

  • Adweek, Friday, December 31, 2010 10:15 AM
Kraft is looking for new things to do with its Gevalia coffee and coffeemakers, a source says, as Starbucks looks to nix its distribution deal with Kraft, in which Kraft has been distributor of Starbucks coffee at retail.

Until now, Gevalia has been limited to direct mail and direct response TV advertising, but sources say Kraft will power up Gevalia and increase its media commitment to the brand because the company will no longer be handling Starbucks.

Kraft is therefore is looking for agencies to pitch Gevalia and has RFPs to its incumbent Interpublic's Draftfcb, as well as WPP Group's Taxi, Droga5 and Omnicom's Being.

Read the whole story at Adweek »

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