Pepsi-Cola To Review 7UP Overseas

Pepsi-Cola International is starting a search for an agency to handle advertising for its flavored-beverage brands overseas, including 7UP, sources said.
Incumbent Ogilvy & Mather Worldwide was notified of the client’s decision to conduct a review recently and opted not to participate in the competition, said sources.
Ogilvy currently handles the company’s flavored beverages in more than 100 countries, with the exception of the U.S, as well as Pepsi-Cola in Asia. The flavored-beverage group includes 7UP and the orange-flavored Mirinda. Ogilvy has handled the estimated $15-20 million flavored brands account since 1995. The fate of Ogilvy’s Pepsi-Cola business could not be determined at press time.
“We are currently developing 7UP’s marketing plans for next year,” said a representative for Purchase, N.Y.-based Pepsi. “We’re considering any number of options.” Ogilvy executives declined to comment.
The review does not affect 7UP’s U.S. account, which is handled by Young & Rubicam in New York, said sources. While Pepsi-Cola parent PepsiCo markets 7UP in international markets, Cadbury Beverages markets 7UP in the U.S.
Sources said the pending agency search could include shops both on and off the Pepsi roster. Agencies that could emerge as contenders include BBDO Worldwide, which handles the Pepsi brand in the U.S. and other countries, and Y&R.
Another roster agency which may be invited to pitch is Saatchi & Saatchi Advertising Worldwide, which handles PepsiCo business around the world, including restaurants and snack foods. Saatchi’s new chief executive, Kevin Roberts, has made no secret of his desire to land a beverage account since joining the agency earlier this year.
TBWA Chiat/Day, which operates as TBWA International overseas, may pursue the business. The agency has been blocked from pursuing soft drink accounts due to a conflict with sister Omnicom Group agency BBDO.