PepsiCo has to change TV campaign

PepsiCo will have to bow to UK TV watchdogs and change its latest TV ad campaign.

The soft drinks giant had intended to air new ads by Abbott Mead Vickers.BBDO which ridicule arch rival Coca-Cola. One of the ads, fronted by Cindy Crawford, shows a Coke can and knocks the competing product. (MW January 20)

PepsiCo intended the ad to test changes in UK trademark legislation allowing comparative advertising. But objections from the Broadcast Advertising Clearance Centre watchdog mean PepsiCo will have to alter the ad.

Emergency meetings between BACC, AMV.BBDO and PepsiCo are being held to agree on changes. PepsiCo may be forced to replace the Coke can with one marked “Brand X”.

“Using the Coca-Cola can is a legal issue involving both trademark and copyright issues. There will be changes,” says AMV.BBDO Pepsi account director Russell Seekins.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here