PepsiCo has shifted its international 7-Up account, worth up to $20m (13m), out of BBDO Worldwide and into Ogilvy & Mather, New York.
PepsiCo markets 7-Up in 120 countries outside the States, where it is a $2bn (1.3bn) brand for the company.
While PepsiCo owns the brand outside the US, it is owned by Cadbury Schweppes within. That account will remain with Young & Rubicam, who won it in July.
The move consolidates all PepsiCo’s flavour brands into Ogilvy & Mather. The agency already handles the company’s Mirinda orange drink brand in markets including eastern Europe and Asia, as well as its Radical Fruit Company “new age” soft drinks.
7-Up takes O&M’s worldwide PepsiCo billings to $100m (65m). BBDO continues to handle the core cola business for PepsiCo including Pepsi-Cola and Pepsi Max and its worldwide PepsiCo billings are $700m (454m).
The 7-Up account was resigned by Leo Burnett in June after it won the Fruitopia account from Coca-Cola, which has estimated billings of about $30m (19.4m). Leo Burnett handled the Diet 7-Up and Cherry and Diet Cherry 7-Up brands. The agency had held the account since 1985.