Abernathy MacGregor Group and Hill+Knowlton Strategies are behind the media push for Amsterdam-based D.E. Master Blenders 1753's deal to merge its coffee business with brands of Mondelez Internationalto create a pure play company with $7B in global revenues.
Master Blenders ownsDouwe Egberts, L’OR, Pilão and Senseo, while Mondelez markets Gevalia,Jacobs, Carte Noire, Kenco, Tassimo and Millicano.
It will pay $5B to Mondelez, which will control a 49 percent in the renamed Jacobs Douwe Egberts company headquartered in the Netherlands. Mondelez was spun off from Kraft in 2012.
The new venture is designed to better compete with leader Nestle in the $80B global coffee market, where prices are soaring due to record droughts and widespread plant disease.
AbMac, which is owned by Havas, handles PR for the deal in the US.WPP’s H+K works the European beat.