7 Up to get new ad agency

Cola giant PepsiCo is scouting for another advertising agency to handle its clear lemon drink brand 7 Up. The company has already invited top five advertising agencies to make a presentation and a decision is expected soon. The new agency is expected to begin work on the brand by October. For the past 18 years, JWT has been handling the creative duties for PepsiCo in India.

According to Pratik Pota, executive vice-president, marketing (flavours), PepsiCo India, "PepsiCo and JWT have enjoyed a close partnership. With new growth opportunities, PepsiCo is now looking at portfolio expansion, which would bring with it the need to expand the talent pool for our brand communication."

Industry experts believe that R K Swamy BBDO may get an opportunity to handle PepsiCo brands in India. Globally, BBDO is the advertising agency for PepsiCo.

The company is looking at a portfolio expansion in the juice segment and is even scouting for acquiring Indian brands. Recently, the company launched Tropicana twister and a few more variants are expected to be in the market in the next two-three months. The juice segment in India is pegged at 500 million cases and 90 per cent of the market is dominated by unorganised players. Organised players like PepsiCo, Coca-Cola, Real Juices have only 10 per cent of the market.