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BBDO, New York, has lost the Pepsi brand account after 48 years.
TBWA\Chiat\Day, Playa Del Ray, Calif., now serves as lead communications agency for the Pepsi trademark in the U.S., including Diet Pepsi. The Arnell Group, New York, handles brand identity and packaging innovation for Pepsi and other brands.
From Michael Jackson’s hair catching fire during the filming of one spot to the Pepsi Challenge, BBDO’s relationship with Pepsi-Cola has been a historic one. However, PepsiCo made no secret of its plans to shake up the brand following years of sales declines.
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