Aquafina Picks BBDO

NEW YORK Omnicom’s BBDO has won the creative portion of Aquafina’s $35 million ad account, the client confirmed.

The New York agency beat out Omnicom siblings DDB, also in New York, and incumbent Element 79 in Chicago, sources said. Final pitches concluded last week.

The Purchase, N.Y. client, a unit of Pepsi, initiated the competition based on its desire to place a more cohesive strategy behind the bottled water brand, sources said [Adweek Online, June 18].

Element 79 broke work during April’s Academy Awards telecast tagged “Aquafina. Purity Guaranteed.” Element 79 was formed last year to handle Gatorade and other Pepsi brands following the company’s acquisition of Quaker Oats. The agency handles a number of Pepsi products, including Gatorade’s line of Propel fitness waters.

Pepsi spent approximately $30 million on ads for Aquafina Purified water last year and an additional $5 million on the Aquafina Essentials line of flavored and vitamin enhanced waters, according to TNS Media Intelligence/CMR.

BBDO has handled PepsiCo’s flagship brand Pepsi since 1960. It also handles Diet Pepsi, Pepsi Twist, Mountain Dew Code and brand extensions Code Red and Livewire, and Sierra Mist among others.