PepsiCo Reassigns Soft Drink Ads
NEW YORK (AP) _ PepsiCo Inc.’s international soft drink division dismissed the agency that has created advertising for its Up and Marinade brands for the past three years.
The accounts had been handled since 1997 by Goodby & Partners of San Francisco. The work was reassigned to longtime PepsiCo agency BBDO Worldwide, which already handles advertising for Pepsi in the U.S. and overseas.
PepsiCo said the consolidation with New York-based BBDO will ``lead to greater business efficiencies while expanding creative resources for Pepsi’s lemon-lime and flavor categories.″ The amount spent advertising Up and Marinade brands outside the United States was not disclosed.
Pepsi-Cola International has rights to distribute 7Up overseas while Britain’s Cadbury Schweppes PLC owns rights to the brand in the United States.
Mirinda is distributed outside the United States in a variety of flavors including orange, strawberry, grape and pineapple.
PepsiCo, which also owns the Frito-Lay snack food business, is based in Purchase, N.Y.
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