PepsiCo. Taps Digitas for Interactive Work

Digitas continues to make inroads into new market segments, last week adding beverage and packaged goods giant PepsiCo. to its client roster.

The Boston-based relationship marketing firm is charged with creating e-commerce vehicles to leverage the company’s Pepsi-Cola, Frito-Lay and Tropicana brands on the Internet. The scope of the work and budget for the Purchase, N.Y.-based client was not disclosed. BBDO in New York is Pepsi’s lead agency.

PepsiCo recently announced a 7-percent uptick in third-quarter revenue to $4.9 billion. Volume for Frito-Lay North America was up 5 percent, Pepsi-Cola North America case sales grew 1 percent and Tropicana volume was up 9 percent.