Pepsi Shifts to TBWA\Chiat\Day
The Super Bowl will never be the same: Pepsi has reassigned duties on its flagship brands to TBWA\Chiat\Day in Playa del Ray, CA.
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Pepsi Rocks the Ad World Probably more shocking than McCannulls loss of much of its Coca-Cola business to CAA back in the 1990s is the move by Pepsi to shift the bulk of its business for its flagship brands to TBWA\Chiat\Day after almost 50 years and umpteen celebrity campaigns with BBDO. As The Wall Street Journal notes, "One of Madison Avenue's longest and most prolific relationships is coming to an end." Published reports chalk up the move to sales pressue and the desire to create a new messaging paradigm for the Pepsi and Diet Pepsi brands. BBDO will continue to handle Pepsi in other parts of the world, and will also handle brands such as Mountain Dew and AMP Energy Drink in the US. The company recently introduced a new logo from Arnell Group, and has appointed that agency to handle design and branding. No word yet on how the move will affect the New York office of BBDO, which has produced high-profile (and big-budget) work for Pepsi for years, much of it debuting on the Super Bowl. A roster of A-list production companies, VFX shops and post houses have worked on the campaign over the years. |
