Gatorade has shifted duties for its $70 million Propel enhanced-water brand to Goodby, Silverstein & Partners from Omnicom sibling Element 79. Element will continue to work on the larger Gatorade business.
Mary Doherty a spokeswoman for Pepsi said that “Both businesses are now at a juncture where focused attention is what we believe is best for each,” in an email to Ad Weak.
Okay, so maybe Element was overloaded and couldn’t tack on anymore work. Pepsi’s business is all over the place anyway. Doritos and Cheetos are with Goodby. SoBe Life Water is with The Arnell Group, BBDO is also up in the mix and Lipton is with JWT. Who has the Dole and MUG business? Anyone?
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