Pepsi Taps 3 to Pitch 7UP Abroad

Pepsi-Cola Co. International has invited three agencies to pitch its flavored beverages account outside the U.S., which includes 7UP. The business also involves Mirinda, a drink popular in Latin America.
A Pepsi representative confirmed the three contenders: New York-based BBDO and J. Walter Thompson, two client roster shops; as well as Goodby, Silverstein & Partners, San Francisco. The incumbent, Ogilvy & Mather, New York, is not defending the $25-30 million account.
It is believed the review was precipitated by Pepsi’s dissatisfaction with Ogilvy’s latest campaign for 7UP, which broke in June with the tagline “Get clear.” In one spot, the question “Where does the other sock go?” is posed as a young man searches for his missing sock at a laundromat. He finds the garment among a woman’s lingerie. “Well, where would you go?” is the answer.
“In 7UP’s case, clarity of product equals clarity of reason. The key message of ‘Get clear’ is that things really are quite simple. And, as with our soft drink choices, we shouldn’t over-think them,” said Salman Amin, vice president of flavors for Pepsi-Cola, when the ads broke.
BBDO, Pepsi-Cola’s lead global agency, handles various brands, including Pepsi and Diet Pepsi in the U.S. and abroad. JWT has Pepsi business in India, Sri Lanka, Bangladesh and Uruguay as well as The Pepsi/Lipton Partnership in the U.S.
Goodby does not handle any Pepsi beverage business, but it has a portion of PepsiCo’s Pizza Hut account. The only contender lacking a global network, sources said Goodby may seek an alliance with an international partner should it win the Pepsi account.