PepsiCo Names TBWAChiatDay As US Communications Agency

PepsiCo has announced it has selected TBWAChiatDay Los Angeles as its communications agency for the Pepsi brand in the United States and Arnell as its design agency for brand identity and packaging innovation for Pepsi as well as other signature brands.

“The enduring success of this 110-year-old brand is grounded in its ability to always remain at the core of popular culture. We decided to appoint TBWAChiatDay to refresh Pepsi’s communications across multiple consumer touch points and to reinvigorate Pepsi’s legacy of leading-edge advertising. 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,” said Dave Burwick, CMO, PepsiCo North America Beverages. “We are happy to continue our relationship with BBDO on several core businesses such as Pepsi Max, Mountain Dew, AMP Energy and the North American Coffee Partnership. This move does not affect their responsibility for Pepsi and other brands outside the United States.”

TBWA/Chiat/Day, BBDO and Arnell are all part of the Omnicom group of agencies.One of three worldwide operating sectors of PepsiCo, Inc. , Purchase, N.Y.-based PepsiCo Americas Beverages (PAB) encompasses the company’s beverage businesses in the United States, Canada and Latin America. Its brands include Aquafina, Dole, Gatorade, IZZE, Manzanita Sol, Mountain Dew, Mug, Naked Juice, Pepsi, Propel, Sierra Mist, Slice, SoBe, Tava, and Tropicana, as well as 7UP in Canada and Latin America. PAB also makes and markets North America’s best-selling ready-to-drink iced teas and coffees via joint ventures with Lipton and Starbucks.

TBWAChiatDay is part of TBWA Worldwide, TBWA Worldwide creates Disruptive ideas for global clients, including ABSOLUT, adidas, Apple, Beiersdorf, Henkel, Infiniti, Mars, McDonald’s, Michelin, Nissan, Pernod Ricard, Pioneer, Samsonite, Standard Chartered Bank, Singapore Airlines, Sony PlayStation and Visa. TBWA is one of the fastest-growing networks in the Top-Five, and was named by ADWEEK as Global Agency Network of the Year and the most-awarded Agency Network by Creativity magazine in 2007. TBWA has 258 offices in 75 countries, and approximately 11,000 employees worldwide.

Arnell is a world-renowned design and brand creation firm specializing in product innovation and experiential design from first concept to market solution. Areas of expertise are experiential design, product and brand innovation, industrial design, graphic design, packaging design, new media integration and retail presence. Arnell founder Peter Arnell formed the Arnell Innovation Lab in 1999 to place invention and innovation on the forefront in a collaborative laboratory for corporations interested in design for next generation products and experiences. Arnell has created brands and products for companies including PepsiCo, Samsung, Chrysler, DKNY, Reebok, The Home Depot, Unilever, Pfizer, Banana Republic, Bank of America, Jose Cuervo and Mars. Arnell has received numerous awards and recognition for its innovation design. Arnell is a wholly owned subsidiary of Omnicom Group (NYSE: OMC).

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