PepsiCo assigns juice work - Brand Republic News - Brand Republic

PepsiCo assigns juice work - Brand Republic News - Brand Republic: "PepsiCo assigns juice work by Ed Kemp Marketing 04-Sep-07, 08:30 LONDON - PepsiCo has hired Initials Marketing to handle below-the-line communications for its fruit juices and smoothies. The agency, which won the account in a four-way pitch against incumbent Haygarth, DDB London and Multiply, will handle all aspects of direct marketing for Copella, PJ Smoothies and Tropicana. It will create a range of marketing collateral, spanning in-store, direct marketing and sales promotions. The appointment does not affect DDB's hold on the TV business for the Copella and Tropicana brands, nor Abbott Mead Vickers BBDO's work on PJ Smoothies' ad account, which it picked up last November. PepsiCo promoted its Copella apple juice last year in a brand-building campaign created by Haygarth. The activity, which took in direct marketing, outdoor, national press and radio, included a prize draw giving entrants the chance to win a luxury break at Hintlesham Hall Hotel in Suffolk. Tropicana is the fifth-biggest soft-drink brand in the UK, according to TNS Worldpanel research for Marketing's Biggest Brands. The drink, which sits in the 'not from concentrate' sector, was worth £125m-£130m in the year to 22 April 2007, up from £100m a year earlier. The research also showed that the UK soft-"