All Sport Taps Shop

Bouchez Kent + Co. has picked up creative duties for Monarch’s All Sport, a former Pepsi Co sports-drink brand that competes with Coca-Cola’s Powerade and Quaker Oats’ Gatorade.

The New York-based startup won the estimated $10 million-plus account following a review that included undisclosed contenders.

Bouchez Kent handles Monarch’s six other soft drink brands, including Dad’s Root Beer, Bubble Up, Moxie and Rush. The addition of All Sport makes Mon arch the shop’s biggest client, with combined billings at about $20 million.

“[Monarch] is the kind of client that will listen and be partners and try to take on the behemoth Gatorade,” said shop president Brent Bouchez. TV and print ads are expected to break in September, with a major relaunch of the brand scheduled for next spring or summer, he said.

Monarch acquired All Sport early this month from PepsiCo. PepsiCo made the move to quell Federal Trade Commission complaints that its pending acquisition of Quaker Oats would give the merged company an unfair competitive advantage in the sports-drink category.

PepsiCo put less than $1 million behind All Sport in recent years, per CMR. Coca-Cola spent more than $30 million on Powerade, and Quaker Oats spent about $95 million on Gatorade in 2000, according to CMR. BBDO in New York handled All Sport when PepsiCo owned it, but did not defend the business, said a BBDO rep.

Monarch could not be reached.

Bouchez Kent handles media planning for All Sport; media buying is done by Havas sister shop Media Planning Group in New York.

Bouchez Kent, formed in January, has 15 staffers. It claims billings of about $50 million.