Pepsi chose TBWA Chiat Day New York as the lead creative agency of the Mountain Dew brand following a review closed reserved for Omnicom.
"We have a long and successful relationship with BBDO New York and we are grateful for the partnership," said Mountain Dew vice president of marketing Nicole Portwood, confirming the change. . "We are excited about our new chapter with TBWA Chiat Day New York and look forward to continuing our long-standing partnership with Omnicom."
According to parties familiar with the case, BBDO, Long-time speaker, spoke for Goodby Silverstein & Partners Omnicom stores reportedly introduced the brand's concepts to a PepsiCo team earlier this year.
TBWA, BBDO, GS representatives & P and Omnicom were returned to the customer for comment.
While PepsiCo was working with one of many agencies around the world (VaynerMedia created Pepsi's Instagram-heavy campaign the company has a unique relationship of six decades with Omnicom.In 2001, the leaders chose to consolidate the media and creation with the holding company after the acquisition. IPG of the former Pepsi FCB registered agency, which created a conflict of interest because of its existing relationship with rival rival Coca-Cola. The model changed again in 2013, with Omnicom launching a team called Galaxy, composed of executives who selected stores to work on various PepsiCo brands. BBDO and TBWA had collaborated on Pepsi's first global campaign the year before.
PepsiCo acquired Mountain Dew in 1963 and promptly enlisted Ogilvy to work on the mark; The WPP's first campaign featured Willie and the slogan "Yahoo! Mountain Dew !," effectively equating the drink with homemade whiskey. (1945)
BBDO won the market for the first time in 1973, and his early campaigns continued to link the brand to rural life while gradually turning to outdoor activities.South 1980s, addressing suburban teens with "Country Cool", a series of spots featuring young people performing skateboarding and bike rides.But Pepsi executives saw a chance for growth for the brand, and its real breakthrough came in 1992 with the launch of 'Do Diet Dew A campaign developed by junior editor Bill Bruce The first ad in the series featured scenes of extreme sports, such as characters skiing on an active volcano reunion by biking and kayaking in a canyon.
This line then evolved into "Do the Dew" and Bruce eventually became Creative Director of BBDO New York.
The most recent work of the agency includes "Puppy Monkey Baby", the famous Super Bowl spot appealing to the crowd and promoting the promotion of Mountain Energy Drink Dew Kickstart, and the DEWnited States Collection, Project with individual packages for each of the 50 US states.
In another example of PepsiCo's unique relationship with Omnicom, the Dorito reference agency, Goodby, Silverstein & Partners created the Super Bowl 2018 advertisement for Mountain Dew, which stars Morgan Freeman and Peter Dinklage and simultaneously promotes the brand's Dorito & # 39; s. A source familiar with the subject explained that advertising for the Super Bowl was a mission of the "jump ball" project.
The Mountain Dew news follows another account transfer within the Omnicom network last week when the University of Phoenix sent its 180LA creative business to TBWA Chiat Day Los Angeles and RAPP without formal control.
According to Kantar Media, PepsiCo reportedly spent $ 119.5 million promoting the Mountain Dew family in the paid media. brands in 2018. This total represents a remarkable 34% increase over the previous year's budget. Total expenses for the first quarter of 2019 amounted to $ 34 million, compared to just under $ 30 million for the same period in 2017.