PepsiCo has named two Omnicom agencies to work on its products: TBWA\Chiat\Day Los Angeles as 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.
TBWA/Chiat/Day is charged with “refreshing’ Pepsi’s communications across multiple touch points and reinvigorating its legacy of “leading-edge ads,” Dave Burwick, CMO, PepsiCo North America Beverages, said in a release.
“The enduring success of this 110-year-old brand is grounded in its ability to always remain at the core of popular culture,” he said.
PepsiCo has had an ongoing relationship with Arnell, which created the new Pepsi identity and packaging and is responsible for the ongoing design and brand identity development.
The firm continues to work 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 U.S., the company said.
TBWA/Chiat/Day, BBDO and Arnell are all part of the Omnicom group of agencies.
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