Pepsi picks CHI for new energy drink

PepsiCo has appointed CHI & Partners to handle the launch of an energy drink in the UK, after a pitch.

Pepsi picks CHI for new energy drink
The company is bringing its US drink SoBe Pure Rush to the UK later this year and has briefed CHI to create an integrated advertising campaign to support the launch.

SoBe Pure Rush contains naturally stimulating ingredients such as caffeine, guarana and ginseng, and will be available in the UK in two variants.

The product will be distributed by Britvic, which handles PepsiCo’s drinks portfolio in the UK.

Global sales of the SoBe brand have so far amounted to £570 million.

Britvic already works with CHI & Partners on the advertising for its Drench brand, for which it created last year’s "cubehead" cinema ad. 

Britvic also has a relationship with a number of other agencies in the UK, including Abbott Mead Vickers BBDO and Bartle Bogle Hegarty.