BBDO Wins Tropicana, Expanding Its PepsiCo Client Roster
BBDO has won lead creative duties on the Tropicana account after a review.
“We are excited to work with BBDO to help bring great marketing to life for Tropicana in 2016,” says Rachel Fiely, the client’s senior director of marketing.
This win marks an expansion of the Omnicom network’s relationship with parent company PepsiCo. BBDO is agency of record for Mountain Dew and recently won work for the larger Pepsi brand, producing its first ad for the soda giant in more than seven years.
Tropicana, which is the United States’ largest juice brand by market share, had previously been with fellow Omnicom shop Juniper Park, though that agency has not produced any work for the client since 2013.
BBDO will also produce Mountain Dew’s first in-game Super Bowl ad since 2000 to promote its Kickstart extension.
The agency competed against several other shops for the Tropicana account in late 2015, and offices across its U.S. network will work on the new business.
While juice sales have declined along with soda sales in recent years, Kantar Media reports that PepsiCo spent approximately $47.6 million on measured media for the brand in 2014.
Agency representatives deferred to the client, which did not clarify as to when it will launch new campaigns promoting Tropicana.
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