Today, BBDO Worldwide has lost its hold on the Pepsi-Cola brand in North America to two Omnicom Group siblings. The beverage named TBWA/Chiat/Day in Calif, communications agency for the Pepsi brand in the U.S. The agency already has responsibility for PepsiCo’s Gatorade label and will now handle advertising duties for the trademark.
“We decided to appoint TBWA/Chiat/Day to refresh Pepsi’s communication across multiple consumer touch-points and to reinvigorate Pepsi’s legacy of leading-edge advertising,” said Dave Burwick, chief marketing officer, PepsiCo North America Beverages, in a statement.
Pepsi’s new identity
Pepsi also tapped Arnell Group, which created Pepsi’s much-talked about new logo, as its design shop. Arnell will be responsible for brand identity and packaging innovation for Pepsi. The agency already handles PepsiCo’s SoBe brand.