Pepsi's Naked Juice picks Fleishman to replace Olson

PURCHASE, NY: PepsiCo juice and smoothie brand Naked Juice has selected Fleishman-Hillard as its PR agency partner following an RFP.

PURCHASE, NY: PepsiCo juice and smoothie brand Naked Juice has selected Fleishman-Hillard as its PR agency partner following an RFP.

The brand, which most recently worked with Olson PR for about four years, chose Fleishman for its expertise in PR, strategic thinking, and crisis management, said Michael Torres, senior director of communications for Naked Emerging Brands and Tropicana, via email.

“Olson remains a valued PepsiCo partner and continues to work on other beverage brands,” he added. The Minneapolis-based agency will continue to work on Lipton Brisk, Lipton PureLeaf, and Propel Zero, and it did some project work for Tropicana earlier this year, said Jeremy Mullman, VP at Olson.

“We're very excited about the work we're doing for [PepsiCo] and we wish [Naked Juice] continued success,” he said.

In February, PepsiCo told PRWeek that it was cutting some agency partners to make the most of its budget and free resources. PepsiCo selected Weber Shandwick as its first PR agency partner for Diet Pepsi in May.  The company also hired Weber for its Mountain Dew brand in April, replacing Ruder Finn.

Fleishman is the PR AOR for Gatorade, and it also handles issues for Tropicana.

Some of Fleishman's responsibilities include connecting with consumers through PR activities that promote healthy lifestyles, handling media relations, and promoting the Naked Juice brand. PepsiCo declined to disclose a budget.

Torres said the goal of Fleishman's work on Naked Juice is “to amplify its marketing efforts and engage consumers in new ways.”

Fleishman formed an integrated team from its Chicago, Los Angeles, and San Francisco offices, said Maxine Winer, senior partner and GM of Fleishman's Chicago office, via email.

“Naked is all about taking a truly integrated approach to connecting with its customers, so we'll be working closely with all the other agencies to jointly develop big programming designed to help people discover this amazing brand,” said Winer. “Fleishman's major area of play will be helping the brand with strategic consumer engagement through trend-spotting, thought leadership, traditional and online media relations, social, and grassroots, as well as national programming.”

Darrell Jursa, SVP of emerging media at Fleishman Chicago, and Los Angeles-based consumer SVP Emilie Cotter will lead the Naked Juice account team.

At the end of last month, the Centers for Medicare and Medicaid Services, a part of the Department of Health and Human Services, hired Fleishman to promote its national children's health coverage outreach and enrollment campaign. Also in October, Fleishman hired Tammy Hawk as SVP and leader of the consumer marketing practice in Chicago.

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