BBDO Lost Pepsi to TBWA/Chiat/Day LA

Pepsi’s branding duties in the US have been given to TBWA/Chiat/Day LA, according to a release provided by PepsiCo. The company has removed the responsibility from BBDO, which has provided creative services for nearly half a century.

TBWA/Chiat/Day LA will handle communications for the beverage maker, while Arnell will take over design work. Wait, design? They aren’t talking about logos again, are they?

Continued after the jump.

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“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 TBWA\Chiat\Day 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.

Pepsi Max, Mountain Dew, AMP Energy and the North American Coffee Partnership will stay with BBDO. The change does not reflect other PepsiCo work BBDO does outside the US.

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