Omnicom's DDB network has won the Tropicana and Gatorade accounts,
estimated to be worth £10 million, from the Pepsi-owned Quaker
across Europe in a review out of FCB Worldwide.
It was expected that the European accounts would be placed with an
Omnicom agency after Pepsi's decision to shift its US business from
Interpublic's Foote Cone & Belding into the Omnicom Group last
In the UK, Banks Hoggins O'Shea/FCB loses £2 million in billings
to BMP DDB.
The international realignment of Pepsi's business came following
Interpublic's acquisition of True North, FCB's parent company. A
conflict has developed over the past few months as Interpublic has
consolidated its position on Coca-Cola's global roster.
In the UK, it is still unclear whether Quaker will move its Harvest
Crunch, Sugar Puffs and Oats So Simple brands out of Rainey Kelly
Campbell Roalfe/Y&R into an Omnicom agency following the merger of Pepsi
and the Quaker Oats Company last August.
Banks Hoggins O'Shea/ FCB created the current TV campaign showing people
having to wear sun glasses when confronted by the "sunshine" contained
in a glass of Tropicana. Forthcoming work from BMP will continue to use
the "100 per cent pure squeezed sunshine" idea.
Tropicana has been testing a branded smoothie product in key Tesco
After analysing the results, Tropicana will decide whether or not to go
ahead with a launch. If it proceeds, it will be the first large-scale
company to enter the smoothie market.
The company appointed the ex-Dairy Crest marketer, Kerstie Drew, as the
senior brand manager three months ago to handle marketing and sales.