Parsippany, N.J.-based Cadbury North America has placed its media buying and planning account under review, which is to be handled by New York, N.Y.-based Joanne Davis Consulting. In addition to its eponymous chocolate line, Cadbury brands include Trident, Stride, Dentyne, Swedish Fish and Sour Patch.

In Canada, the incumbent is Interpublic Group of Cos.’ M2 Universal, while in the US, it is WPP Group’s Mediaedge:cia. Both agencies were asked to participate in the pitch, however, no other participants have been divulged. The media spend in play for North America is estimated at $100 million.

In May, Cadbury North America separated from beverage business unit Cadbury Schweppes America, which is now Dr. Pepper Snapple Group. Beverage marketing changed media agencies earlier this year from Mediaedge:cia to Interpublic’s Initiative, shifting buying and planning on its estimated $150 million.