One of the longest relationships in advertising is coming to an end as PepsiCo shifts the creative duties in the US for its flagship soft drink, 
Pepsi-Cola, from BBDO Worldwide, which has produced campaigns for the brand since 1960.

The agency that will replace BBDO is also owned by Omnicom. It is the office of TBWA-Chiat-Day, part of the TBWA Worldwide unit of Omnicom, that is located in the Playa del Rey section of Los Angeles. The office will also take over the creative duties for Diet Pepsi from BBDO.

But lately, the battle between Coke and Pepsi is being won not by either brand but mostly by noncarbonated products like juices, teas, energy drinks, sports beverages and bottled water. And the most recent campaigns that BBDO has created for Pepsi-Cola have not resonated with consumers the way previous ads did.

New ads are being developed by TBWA-Chiat-Day to start running at the beginning of next year, Bradley said, but she added she did not know whether they would be introduced on the Super Bowl, which will be played on February 1. PepsiCo has for many years used the Super Bowl as a launching pad for new campaigns for Pepsi-Cola and other brands.

BBDO will continue to create campaigns for Pepsi-Cola in markets outside US. PepsiCo also designated the Arnell Group in New York, another Omnicom shop, as its design agency for projects centred on brand identity and packaging for Pepsi-Cola and other brands.