PepsiCo has chosen Californian communication agency TBWA\Chiat\Day to market the Pepsi trademark in the US, including Diet Pepsi. The Arnell Group, which created Pepsi’s new logo, handles brand identity and packaging innovation for Pepsi and other brands.
The brand leaves BBDO after 48 years. Last year PepsiCo spent about £162m on the Pepsi brand, according to Advertising Age’s 100 Leading National Advertisers report.
“We decided to appoint TBWA\Chiat\Day to refresh Pepsi’s communications across multiple consumer touch points and to reinvigorate Pepsi’s legacy of leading-edge advertising,” said Dave Burwick, CMO, PepsiCo North America Beverages, in a statement. “This is fully complementary with our ongoing relationship with Arnell who has created the new Pepsi identity and packaging and is responsible for the ongoing design and brand identity development.”
According to Burwick, BBDO will continue to handle other Pepsi brands, including Pepsi Max, Mountain Dew, AMP Energy and the North American Coffee Partnership (with Starbucks). BBDO also will continue to handle the Pepsi brand, and others, outside the US.
© FoodBev Media Ltd 2020
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entry 11 September – enter now!