PepsiCo’s SoBe to BBH

NEW YORK Bartle Bogle Hegarty has landed creative duties on PepsiCo’s SoBe brand, the client confirmed. Estimated billings are $20 million.

The assignment came after a review in which both BBH and StrawberryFrog made presentations, according to sources. Each shop pitched from its New York office.

StrawberryFrog, however, is said to have withdrawn before the client picked an agency. The shop, an independent, declined to comment.

BBH, which is 49 percent owned by Publicis Groupe, referred calls to the client, which declined to go into details about the review process.

SoBe markets itself as “health refreshment” in the form of energy drinks, juice blends and flavored teas. Publicis’ Fallon in New York had handled the brand, but Fallon closed its New York office in September 2005, leaving SoBe without a lead shop.

Fallon’s work featured a “spokesperson” named Freddy who espoused the benefits of different SoBe beverages. The agency, which had the business for three years, produced radio and outdoor ads as well as a Web site.

Pepsi acquired SoBe in 2001. The brand maintains its own management team in Norwalk, Conn.

In the past, SoBe has spent $5-10 million annually in major measured media, including $8 million last year and $5 million through the first nine months of 2006, according to Nielsen Monitor-Plus.