PURCHASE, NY: PepsiCo has started a review for its Mountain Dew brand. Weber Shandwick has served as the incumbent on the business since April 2012.
“We are always looking at our agency partners to ensure we are getting the best thinking for our brands, especially unique brands like Mountain Dew,” said Jennifer Ryan, communications director at PepsiCo. She declined to offer any further details on the RFP.
Representatives from Weber declined to comment on the review.
The Interpublic Group agency was brought on last April to handle traditional PR and consumer engagement for the Mountain Dew brand, following a competitive review. Before Weber, Mountain Dew worked with Ruder Finn since the end of 2010. The brand also previously employed Porter Novelli as its agency partner.
Earlier this week, PepsiCo said the company is rolling out Mountain Dew in Thailand with a multimedia campaign.
In the second quarter of 2013, PepsiCo reported a 4.2% organic revenue increase. Total sales grew 2% for the company in the quarter, year-over-year, to $16.8 billion. While revenue for its Americas-wide beverage group was up 5% to $882 million, revenue dropped 2% for the unit in the period.
PepsiCo also hired Weber early this year to support a project for its AMP Energy drink brand. The food and drink giant also tapped FleishmanHillard as its PR agency partner for Naked Juice last November, replacing Olson PR.
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