PepsiCo appointed BBDO as lead agency for Tropicana, the largest juice brand in the U.S. Fellow Omnicom agency Juniper Park previously handled the account, but its last campaign for the client was released in 2013.
A client spokesperson tells Adweek:
“We are excited to work with BBDO to help bring great marketing to life for Tropicana in 2016.”
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The review went down late last year, and various BBDO offices will handle the business moving forward.
The appointment sees BBDO adding to its share of the PepsiCo roster, as the agency already handles its Mtn Dew brand, including its Kickstart extension, for which the agency will air the the brand’s first in-game Super Bowl ad since 2000.
Tropicana is the largest jucie brand in the U.S., with a 7.6% share of the market according to 2015 data from Euromonitor International. According to Kantar Media, PepsiCo spent approximately $47.6 million on measured media for the brand in 2014.
The appointment comes as Tropicana, and the juice category as a whole, are struggling. Tropicana fell from $1.3 to $1.25 billion in 2014, while its closest competitor, Minute Maid, fell from $1.2 billion to $1.1 billion over the same period.
It is unclear when the agency’s first work for the brand is expected.