Diet Pepsi Taps DDB for Next Campaign

NEW YORK Omnicom Group’s DDB will create the next ad campaign for Diet Pepsi, the client has confirmed.

The New York shop prevailed over incumbent and sibling BBDO, also in New York, in a jump-ball review among Omnicom shops that began in late September and originally included TBWA\Chiat\Day in Playa del Rey, Calif. That shop was eliminated in an earlier round.

BBDO, which has held the Diet Pepsi account since 1964, squared off against DDB in final presentations the week of Nov. 29. Sources said the DDB work could be slated for the Super Bowl.

Last year’s campaign for Diet Pepsi, tagged “It’s the diet cola,” broke on the Academy Awards broadcast in March.

Pepsi spent $35 million in measured media on Diet Pepsi through September, per Nielsen Monitor-Plus.

“We are constantly looking for the best ideas and we’re taking full advantage of the resources Omnicom has to offer. BBDO will continue to be our primary agency of record for PepsiCo North America,” said client representative Dave DeCecco.

He said it has not been determined if the entire Diet Pepsi account will move to DDB or if that shop will handle only the next campaign.