PepsiCo announced it has selected Omnicom’s TBWA\Chiat\Day 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 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. "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."