PepsiCo plans to boost ad spend

PepsiCo is planning to increase its spend on advertising next year with a marked push on Gatorade.

The company maintained its advertising budgets this year taking advantage of declining media rates but plans to increase spend in 2010, says company chairman and chief executive Indra Nooyi.

PepsiCo has shifted almost a third of its budget into digital over the past five years.

The world’s second largest soft-drink manufacturer after Coca Cola PepsiCo is planning a transformation of its Gatorade brand, targeting athletes during different stages of their sports regime.

Gatorade is distributed in the UK by Britvic.

The company also said it will look towards further acquisitions to complement its organic growth.

Earlier this year, PepsiCo promoted UK and Ireland president Salman Amin to the role of executive vice president of sales and marketing reporting to Nooyi on global brands and marketing responsibilities.

In September the company announced that Michael White, vice chairman and chief executive of its international operations is to retire later this year after nearly 20 years.

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