PURCHASE, NY: PepsiCo has selected the Brunswick Group to handle corporate reputation work, a source close to the proceedings confirmed to PRWeek.
Lynn Markley, VP of health and wellness PR for Pepsi, said the company does not comment on any agency selections. She also declined to comment on the company's corporate reputation efforts.
Per sources, the final pitch was between Brunswick and Edelman. Both agencies declined to comment.
Sources said the work would involve corporate social responsibility and green initiatives.
It was recently reported by Adweek that Pepsi would be promoting and taking part in a variety of "green"-type announcements and events this summer. The trade claimed that in the coming weeks Pepsi would be discussing "plans to reduce its carbon footprint" and extend the environmentally friendly practices it has "already embraced."
In another move to increase awareness of its environmental initiatives, Pepsi, earlier this month, signed on to be one of the corporate sponsors of the 24-hour Live Earth concerts. The series of concerts, scheduled to take place on July 7, will be held on all seven continents in support of the fight against global warming. As part of its plan to change its can packaging 35 times this year, Pepsi will produce cans promoting the Live Earth event.