• Ad Age , Monday, October 20, 2008 11 AM

Ad Age reports that Beverage Daily reports that the lead agency on new CMO Dave Burwick's push to restore the sparkle to Pepsi's soft-drink marketing is not long-time agency BBDO but its Omnicom sibling, Arnell.

Arnell, which was named to the SoBe business in January, is reportedly working on the redesign of many of the brands' packaging graphics, as well as a redesign of the Pepsi globe logo. Agency principal Peter Arnell directed calls for comment to PepsiCo. A PepsiCo spokeswoman said more information on the rebranding will be forthcoming.

Ad Age writes that "clearly it's a blow for BBDO, which made Pepsi 'the choice of a new generation' and has worked with the brand since 1960." And it points out that "talk has heated up in recent weeks about the beverage giant reaching out to BBDO siblings -- especially TBWA/Chiat/Day -- for ideas on marketing its beverage brands."

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