Date: 04-21-2008
PepsiCo has announced that it is ending a six-year long partnership with Element 79, an ad firm in Chicago, to handle campaigns for its Gatorade and Tropicana brands. Gatorade creative duties will now be handled by TBWAChiatDay in Los Angeles, and related duties for Tropicana will now be shouldered by Arnell in New York. The loss of the accounts is a major blow to Element 79, although the agency will retain some PepsiCo business, including creative work for its Quaker cereals and bars. “Gatorade and Tropicana have chosen to end their relationship with Element 79 Partners,” PepsiCo said in a statement, adding, “As we look at the businesses today, we believe Gatorade and Tropicana could benefit from a partnership change.”
