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.