PepsiCo shifts from Element 79 to TBWA/Chiat/Day

Indiantelevision.com Team

(19 April 2008 3:30 pm)

MUMBAI: While TBWA\Chiat\Day in Los Angeles will now be handling the creative duties of PepsiCo's brand Gatorade, Arnell in New York will be managing the creative duties of PepsiCo's Tropicana.

Prior to this change, the creative duties of both these brands were lying with Element 79. By shifting the creative accounts of both the brands, PepsiCo has called off its six-year relationship with Element 79.

PepsiCo said in an official statement, "As we look at the business opportunities today, we believe Gatorade and Tropicana could benefit from a partnership change. In essence, both brands demand new, creative thinking to fuel their growth. We appreciate Element 79 Partners’ stewardship and creative work over the last six years, which have contributed to the success of our brands."

Earlier in the year, Element 79 lost three other PepsiCo brands: Tostitos-from PepsiCo's Frito-Lay division and Propel Fitness Water.

Element 79 handles quaker cereal, snack and rice brands. The agency’s other clients include ConAgra, Alberto Culver and Celebrity Cruises.