PURCHASE, NY: PepsiCo has selected GolinHarris as its PR agency partner for the Mountain Dew brand following a competitive review. Weber Shandwick was the incumbent on the account.
“GolinHarris' agency structure fosters the development of smart, creative thinking that is designed to drive strong earned media coverage,” said Jennifer Ryan, communications director at PepsiCo, in a statement.
She explained that the firm's structure and services “will be incredibly valuable as we continue elevating awareness of the brand's activity, and we're really excited to have tapped them as our strategic PR partner.”
Mountain Dew has “an exciting roster of brand programs in the pipeline,” added Ryan.
PepsiCo began an RFP for the Mountain Dew business last October. Golin, which was awarded the account earlier this year, will support PR efforts for Mountain Dew across its footprint.
Further information about the review process or Golin's scope of work was not disclosed.
Representatives from GolinHarris were not immediately available for comment.
Sister Interpublic Group agency Weber Shandwick, which was brought on in April 2012 to handle traditional PR and consumer engagement for Mountain Dew, declined to comment.
Before Weber, Mountain Dew worked with Ruder Finn starting at the end of 2010. The brand also previously worked with Porter Novelli.
In the fourth quarter of 2013, PepsiCo reported a 1% revenue increase, year-over-year to $20.1 billion. PepsiCo's full-year revenue grew 1%, compared with 2012, to $66.4 billion. The company also saw a 2% decline in revenue in its North American beverage division in Q4, while its snack business' revenue rose 3% in North America in the period.
Last Thursday, PepsiCo said it will not spin off its beverage business in North America despite calls by activist investor Nelson Peltz to do so.
On February 18, Mountain Dew signed Grammy-nominated country artist Dierks Bentley as a brand sponsor.